“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. 

Who’s that jolly guy in red helping State Farm celebrate Christmas Day?

It’s spokesdude Jake—who else?—goofing around with Chris Paul, Trae Young and Boban Marjanović in ads from Translation that break during the NBA’s slate of games on Dec. 25.

Hey, Boban … nice hands!

“Many people mistakenly assume that the brand’s home and auto insurance rates are too expensive for their budgets, so State Farm is challenging that belief, along with other commonly held assumptions [through the lens of basketball],” the company says in press materials. “Just like insurance, NBA players can be misunderstood.”

The work stretches across broadcast, online and social channels, leveraging Jake, portrayed by Kevin Miles, who has emerged as a pop-culture force of late. He got the SNL parody treatment a while back, along with faux-Flo from Progressive, cementing his stature.

For State Farm, in addition to hobnobbing with hoopsters, Jake recently riffed with the NFL’s Patrick Mahomes and Aaron Rodgers, and brought his signature scarlet logo-shirt and brownish slacks to NBA2K.

Gamers, NBA coaches and a WNBA luminary will appear with him in upcoming spots breaking through May.

So, it looks like we’re in for a Khaki New Year!

CREDITS

Brand/Client: State Farm
Campaign Title: State Farm | Challenge Your Assumptions
First Air Date: Dec. 25, 2021

Brand/Client Team: State Farm

Agency: Translation
Chief Executive Officer: Steve Stoute
Executive Creative Director: Jason Campbell
Head of Client Services: Susanna Swartley
Group Creative Lead: Matt Herr
Group Context Director: Joel Rodriguez
Head of Integrated Production: Alison Hill
Senior Art Director: Jen Wang
Senior Copywriter: Deirdre Hering
Junior Art Director: Emeline Earman
Junior Copywriter: MK Holladay
Group Strategy Director: John McBride
Senior Strategist: Megan Mundo
Context Strategist: Paige Rollins
Junior Context Strategist: Sam Cantie
Senior Producer: Lee Nichnowitz
Junior Producer: Ashley Pineda
Business Affairs Manager: Librado Sanchez
Group Account Director: Julia Farber
Account Supervisor: Dara Fineman
Account Executive: Brianna Zuniga
Assistant Account Executive: Taylor Kepley
Production Company: dummy.

Director: Harold Einstein
Producer: Michael Kanter
Production Supervisor: Sara Kelman
DOP: Glynn Speeckaert
Production Designer: Patrick Lumb

Editorial Company: Arcade Edit
Head of Production: Silva Soyer
Editor: Dave Anderson
Assistant Editor: Lucas Ferreira
Cutting Assistant: Sam Barden
Producer: Ellen Lavery

VFX: THE MILL
Creative Director: John Leonti
Senior VFX Artist: Roxy Zuckerman

Color Grade: Company 3
Colorist: Tim Masick
Color Assists: Ryan Moncief
Senior Producer: Kevin Breheny

Sound Design & Mix: Sonic Union
Sound Designer + Mix Engineer: Steve Rosen
Sound Designer + Mix Engineer: Fernando Ascani
Mix Assistant: Julian Fader
Audio Post Producer: Justine Cortale

Have khakis, will travel.

Jake from State Farm sure gets around. Last week, the not-so-nattily-attired spokesdude hung out with star quarterbacks Pat Mahomes and Aaron Rodgers in the insurer’s amusing NFL campaign. Now, Jake courts gamers as a non-playable character in the latest edition of NBA2K.

The Marketing Arm helped develop the integration, which lets players shoot the breeze with virtual Jake in 2K’s social hub, The City. Check out an example below, with “M.P.” repping users in the game’s MyPlayer mode.

Such interaction unlocks Jake’s outfit for free, so you can dress your 2K self in red polo shirts and khakis. (Though, really, why would anyone other than State Farm employees dress like that, even in a virtual environment?)

Actor Kevin Miles, who plays Jake, visited the 2K motion-capture studio to create the avatar:

Can y’all tell I was a little nervous? I’ve got some big news dropping soon … can’t wait to share what I’ve been up to. pic.twitter.com/uW5dQjq03q

— Jake from State Farm (@JakeStateFarm) September 9, 2021

Maybe he got a root canal while he was there? Looks painful!

Like any good capitalist neighbor, avatar Jake exists to sell stuff. He hawks his virtual branded merch at NGHBR GOODS, a 2K storefront offering khakis, polos, jerseys, gym shorts, backpacks, caps and sweatbands.

The company has sponsored 2K since 2018, “leveraging in-arena and goal stanchion branded signage, as well as a branded ‘Assist of the Game,’ ” State Farm assistant VP of marketing and brand Patty Morris tells Muse. “We’re always looking for new ways to deliver the brand’s overall mission of celebrating and strengthening neighborhoods. Video games are known for their strong sense of community, so there’s always been a natural tie-in for us there.”

She adds: “Over the past year, we’ve seen the online community thrive as many turned to gaming while at home during lockdown. This trend has ultimately allowed us to reach new audiences in ways we wouldn’t have otherwise been able to.”

Predictably, Jake’s 2K inclusion polarized the gaming community. Input cries, “Please no … it all feels a bit forced,” while Kotaku moans, “We really are in the darkest timeline.” Gamespot was down with the concept, however, proclaiming, “The whole [Jake] sequence is a treat.”

What, no Twitch tie-in? Of course there’s one—an Oct. 2 “Jakeover.” (Heh. I think.) During the live event, Miles-as-Jake will play well-known streamers and fans can win prizes.