How Being 'There' at Right Time Paid Off for State Farm Musicians

NEW YORK (AdAge.com) -- What if, during the casting of a State Farm commercial, three struggling Mexican musicians with day jobs such as gardening and construction work meet for the first time and form a successful band, get gigs, release a CD, do radio and TV interviews, and live the American dream? That narrative is unfolding right now. And it's all being orchestrated behind the scenes by branded-entertainment company Fire Advertainment, working with Alma DDB, the U.S. Hispanic agency that did the traditional four-spot campaign for the insurance company, including one commercial featuring the aspiring musicians.