State Farm
Evolving The Campaign
Kevin Miles has achieved celebrity status as Jake from State Farm. But often, budget and scheduling render him unavailable. We were tasked with evolving the Like A Good Neighbor campaign without Jake. Crucially, executions needed to promote State Farm’s brand values and its narrative of promises kept, all while maintaining the brand’s well-known humor.
Campaign Voice
Being a good neighbor is part of the State Farm DNA. With more than 19,000 agents across the U.S., State Farm has the unique ability to connect with people, understand their situation and help. This campaign was developed to underscore State Farm as a relationship-based company, providing solutions for people’s lives, not just their stuff. By portraying the personal connection between State Farm customers and agents, we were able to differentiate the brand in a very competitive segment.
The Flashback Construct
My partner and I developed a flashback sequence for each of the spots. This storytelling technique helped maintain viewer focus while the characters take us through the humorous plot twists in their lives. The State Farm agent is right there with them – a reassuring presence, and an important facilitator for life’s evolving needs.
Production
After writing and presenting over 25 scripts, two were approved. As creative leads on the project, my partner and I directed all aspects of casting, storyboarding, director selection, editing, and sound design.
CD/Art Director: Alex Palomo
Exec Creative Director: Michael Tucker
Director: Tim Wilkime
Producer: Taeko Masuyama
Production Company: Ruckus Films