The insurance brand’s spot features a new spokesperson: Agent State Farm. The action hero, played by Schwarzenegger, is immersed in various high-stakes scenarios, like escaping a flaming home, piloting a helicopter and parachuting into a field of sheep. But when it comes time to recite State Farm’s signature tagline, the Austrian actor can’t enunciate the word “neighbor” as the director desires. In the end, State Farm has to call in Danny DeVito as backup to get the line right.
The ad averaged a score of 6.68 out of 10. This is agency Highdive’s fourth Super Bowl Ad Meter win. In 2022 and 2021, the agency’s ads for Rocket Mortgage topped USA Today’s Super Bowl Ad Meter, and in 2020, its Jeep commercial took first.
Ad Age gave State Farm 4.5 stars out of 5 in our annual Super Bowl ad review.