Agent Arnold Explodes Into Action for State Farm

State Farm’s newest “agent?” That would be action movie icon Arnold Schwarzenegger, who shows he can still cut it when the going gets rough in an amusing Big Game foray.

Spoofing his Hollywood persona and big-budget blockbusters in general, Arnie plays Agent State Farm in an f/x-driven, tale that’s plenty meta. He saves puppies from a home explosion, carries a pregnant woman from a burning building and receives elocution lessons. (That last bit harkens back to Rainier Wolfcastle on The Simpsons.) 

The brand weaves its “Like a Good Neighbor, State Farm Is There” motto into the mix, making it the focal point. Owing to his famous Austrian accent, the beloved actor can never pronounce ‘”neighbor'” quite right.

“Some of the most powerful creative happens when the talent is germane to the idea as opposed to spots where celebrities can be rotated in to add star power,” says Alyson Griffin, State Farm’s VP of marketing. The objective for this year’s campaign is to “re-cement” the slogan in popular culture, she says.

The ad’s “to-be-continued extended cut” closes with a cliff-hanger—and a bit of a twist. Danny DeVito appears as part of a “script change,” taking over Arnold’s role as Agent State Farm. (Schwarzenegger and DeVito appeared together in the comedies Twins and Junior a generation ago. Here, the brand seized on long-standing rumors that the two actors might reunite on the big screen.)

The commercial was developed with HighDive, with integrated campaign support from OMD, Optimum Sports, The Marketing Arm, Infinity Marketing Team and Fleishman Hillard. 

This campaign included a teaser trailer with Schwarzenegger and Jake from State Farm breaking across social, digital and linear placements weeks ahead of the game. Arnie also plugged the commercial on The Tonight Show with Jimmy Fallon., where Jason Momoa—also a Big Game ad star—congratulated Schwarzenegger on landing the role of Agent State Farm. TikTok singer/influencer Loren Gray amplified the message.

CLICK HERE to watch all of this year’s Super Bowl commercials.