How Jake from State Farm made insurance approachable

Insurance has never been known for its comprehensibility, an issue that is only worsening with younger generations. A 2021 survey from consulting firm Capco found that 43% of Gen Z respondents did not feel confident in their insurance knowledge, for example. State Farm has been working to change that with the introduction in 2020 of a new Jake from State Farm, a playfully cool character who is in touch with all the latest Gen Z trends and has the TikTok followers—1.2 million—to prove it. See all of Ad Age’s 2024 Creativity Award winners here Last year, Jake, who is played by actor Kevin Miles, collaborated with TikTok star Khaby Lame on a social-first Super Bowl campaign that maximized the naming rights of the Big Game’s presence at State Farm Stadium in Glendale, Arizona. The video was watched by more than 220 million people, State Farm said. @jakefromstatefarm That’s right, I’m teaming up with @khaby.lame and YOU could be in a TikTok with him 😎 Drop your guesses in his video here @khaby.lame #StateFarmStadiumChallenge #Khaby #JakeFromStateFarm ♬ original sound - Jake from State Farm This past fall, State Farm tapped into pop culture by positioning Jake alongside Donna Kelce at a Philadelphia Eagles game. Jake posted about it on X with a nod to Taylor Swift as well as to a recent State Farm “MaAuto” commercial starring Patrick Mahomes and Travis Kelce. In my red era with Mama MaAuto pic.twitter.com/AW0M3I0jlC— Jake from State Farm (@JakeStateFarm) October 1, 2023 “He’s humanized the brand in a cool way,” said one juror in discussing how Jake has been able to connect with customers by making State Farm a relatable and approachable brand. See all of Ad Age’s 2024 Creativity Award winners here

How Jake from State Farm made insurance approachable

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