State Farm has spent recent weeks scattering breadcrumbs for its Super Bowl ad campaign starring Arnold Schwarzenegger as new spokesman Agent State Farm. The actor was spotted hanging out with Jake from State Farm in early January. Then State Farm released a 30-second promo teaser featuring Agent State Farm before confirming its Super Bowl ad last week in a paid partnership on “The Tonight Show Starring Jimmy Fallon.”

Now, the brand is taking the campaign a step further with a 90-second commercial video that gives a humorous behind-the-scenes look at Schwarzenegger’s struggles with his script.

“The building blocks over time are designed to create interest to bring together different audiences as we go and build momentum,” said Kristyn Cook, chief agency, sales and marketing officer at State Farm. She added that “Only Arnold can bring together the State Farm ethos made for the big screen.”

The bodybuilder-turned-actor-turned-governor is repeatedly chastised by a film director for pronouncing “neighbor” as “neighbaaa” in State Farm’s “Like a good neighbor, State Farm is there” tagline. As Schwarzenegger performs neighborly feat after feat, rescuing puppies from a burning house, flying a helicopter, saving a pregnant woman and jumping from an explosion, he struggles with the word. Not even Jake can help him with the script pronunciation.

The spot closes with a script change and a “To be continued” text box.

The minute-long Super Bowl spot will be a truncated version of the 90-second video with an alternate ending.

Sunday’s ad will be State Farm’s first Super Bowl appearance since 2021. The brand has focused on digital and social channels in recent years, including a campaign last year with TikTok star Khaby Lame.

“The flexibility by which we think about our brand and the incredible assets that we have, we felt this iconic slogan necessitated being on this big stage as a launching point to further cement it into pop culture,” Cook said.

State Farm collaborated with Highdive on the campaign. The insurer also worked with OMD, Optimum Sports, The Marketing Arm, Infinity Marketing Team and FleishmanHillard.