Four months after adding Highdive to its agency roster, State Farm is debuting its first work from the new relationship—a star-studded push that is the insurer’s largest campaign in at least three years.
The Bloomington, Illinois-based company also announced that it is bringing on comedian Jimmy Fallon as “creative collaborator.” The host of NBC’s “The Tonight Show” will appear in marketing including a spot that will run during NBC’s broadcast of the Macy’s Thanksgiving Day Parade.
Called “The Right Kind of Magic,” the campaign gives more prominence to the insurer’s iconic “Like a Good Neighbor” than it has had in years. Ads highlight how State Farm agents can help customers deal with unexpected obstacles and situations. Longtime spokesman Jake from State Farm also appears in spots, as do rapper Ludacris and new brand ambassador Caitlin Clark, the college basketball player whom State Farm added to its athlete roster last month.
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“We have an opportunity, in the way only we uniquely can to talk about how State Farm can help, to use famous and familiar faces who are singing the jingle and partnering with Jake,” said Kristyn Cook, State Farm’s senior VP and chief agency, sales and marketing officer. “We’ll be there to meet [customer] needs however they want.”
The jingle was originally written by Barry Manilow a half-century ago.