State Farm is launching a new creative campaign on Super Bowl Sunday—and the khaki-clad Jake may return to help kick things off.
The Bloomington-based insurer’s new campaign will launch with a 30-second commercial during the Super Bowl pregame show. It’s the first work from State Farm’s new creative lead agency, The Marketing Arm.
The new campaign is still a mystery, but State Farm dropped a 10-second teaser on YouTube. It shows a State Farm office and an empty desk with a nameplate that reads “Jake from State Farm.” Jake, of course, was featured in one of State Farm’s most memorable TV ads—the “Uh, khakis” spot that made Bloomington-Normal resident Jake Stone a bit of local celebrity.
The new teaser ends with: “Back in the office 2/2/20.” The new 30-second commercial will air again on Fox after the Super Bowl during “The Masked Singer.”
“In talking with consumers, we realized there are some key aspects of our brand that resonate across generations,” said State Farm spokesperson Gina Morss-Fischer. “In Sunday’s spot and the new creative, you’ll see some of these key elements return, but with a twist.”
Morss-Fischer said, “at the end of the day, we want to insure more people, so we can help more people.”
“We want our customers to know they are not alone when something happens, and they are not alone when managing risk,” she said.
That campaign was led by State Farm’s former creative lead agency, DDB. State Farm switched leads from DDB to The Marketing Arm last fall after an extensive creative review process. State Farm previously worked with The Marketing Arm on its Neighborhood of Good volunteer program. The agency's work there centered around social influencers.
"While The Marketing Arm is now our creative lead agency, DDB will continue to be an important partner in our agency roster," Morss-Fischer said. "Our relationship with them is intact, their assignment is just changing."
Both DDB and The Marketing Arm are owned by ad giant Omnicom.
State Farm is the largest auto and homeowners insurer in the U.S.
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