State Farm returned to the Super Bowl for the first time in three years. The 60-second spot starring Arnold Schwarzenegger was teased weeks beforehand in a lengthy campaign that included a campaign poster and late-night talk show appearance. The insurer promised a surprise ending. That ending included a reunion with Schwarzenegger’s “Twins” costar Danny DeVito.

Audiences appreciated the humaaa—the spot topped the USA Today Super Bowl 2024 Ad Meter.

Brand: State Farm

Agency: Highdive

Quarter: 1

Super Bowl: LVIII

Year: 2024