Thieves appreciate the comforts of a sleek suede sofa just as much as the next guy, so be ready, urges a humorous new spot from State Farm. After debuting a new tagline and branding with its "Here to Help Life Go Right" campaign earlier this month, the Bloomington, Ill.-based insurer is now rolling out fresh messaging that is more playful in tone.
In the 30-second "Furniture," a woman and her friend discuss how perfect her new suede sofa is before the ad switches to a night-time scene in the same living room where two crowbar-wielding burglars express the same enthusiasm for the couch they're about to steal. "State Farm knows that for every one of those moments, there's one of these," a voiceover explains before promoting the brand's renters' insurance.
It's a more lighthearted switch from the brand's 60-second anthem spot, where a boy's voiceover relays that State Farm will always be helping people even in a world where everything goes right and accidents don't happen. That message is meant to amplify the breadth of State Farm's services, which include assistance for life milestones such as attending college and auto purchases.
Another spot titled "Jacked Up" -- in which a teenager receiving her first car is juxtaposed with a businessman discovering his vehicle has been stripped for parts -- hearkens back to State Farm's core insurance offerings for thefts but is also designed to demonstrate the brand's duality with life's good and bad moments.
"These two new spots demonstrate the flexibility to not only drive emotional range within the platform, but also effectively introduce new solutions State Farm may not be readily known for -- all the ways we're here to help life go right," said Patty Morris, marketing director, brand content.
After winning an ideas pitch at the end of last year, DDB Chicago developed the insurer's new tagline and campaign. The Omnicom-owned agency has been working with State Farm for 76 years. The insurer also works with Translation, Alma, InterTrend, FCB, MXM and the Marketing Arm, in addition to OMD, Resolution and Optimum Sports.
In 2015, State Farm spent $597.5 million on measured media in the U.S., according to Kantar Media.