State Farm will always be a good neighbor, even though it's moving to a new tagline. Beginning June 2, the Bloomington, Ill.-based insurance company will use "Here to Help Life Go Right" as part of a marketing reframe that was initiated late last year.
In a 60-second anthem spot, a boy's voice asks, "What if we woke up one day and everything just stopped going wrong?" The video shows potential accidents like a tornado and a child bicycling through a busy traffic intersection, and then moves on to feature life milestones like college, first cars, babies and birthdays. "In a world where things stop going wrong, where would State Farm be? Right here," the boy says as a State Farm outpost and an agent are pictured.
The campaign is designed to broaden State Farm's message as a reflection of the company's greater breadth of services—State Farm can also help people reach objectives in life that aren't tied to tragedy, for example, according to Rand Harbert, chief agency, sales and marketing officer at 94-year-old State Farm.
"We thought it was time to hit the refresh button in a category that's got a lot of clutter today—everyone seems to be talking to the consumer in the same way," said Mr. Harbert. He noted that while the new tagline will roll out across the brand's marketing, State Farm will still use its underlying message of "Like a Good