Arnold Schwarzenegger takes on State Farm’s tagline in Super Bowl teaser

Arnold Schwarzenegger

Arnold Schwarzenegger has taken on a T-1000 and a T-X in Terminator films. He’s gone up against a Predator. He even took on Danny Devito in Twins. Now, State Farm has presented his biggest challenge – saying their tagline.

State Farm is gearing up for its Super Bowl ad campaign, featuring Schwarzenegger as the new spokesman, Agent State Farm. The brand has been teasing the campaign for weeks, starting with Schwarzenegger’s appearance alongside Jake from State Farm in early January.

Subsequently, State Farm released a 30-second promo teaser featuring Agent State Farm and confirmed its Super Bowl ad during a paid partnership on The Tonight Show Starring Jimmy Fallon.

The campaign’s centerpiece is a 90-second commercial video showcasing Schwarzenegger’s struggles with his script, providing a humorous behind-the-scenes glimpse. In the video, Schwarzenegger mispronounces “neighbor” as “neighbaaa,” despite being chastised by a film director. Schwarzenegger continues to stumble over the word as he performs various neighborly feats, including rescuing puppies and flying a helicopter. Not even Jake can assist him with the pronunciation. The spot ends with a script change and a “To be continued” text box. Watch below:


For the Super Bowl, State Farm will air a minute-long version of the commercial, featuring an alternate ending. This marks State Farm’s first Super Bowl appearance since 2021, with the brand focusing on digital and social channels in recent years.

According to Kristyn Cook, State Farm’s chief agency, sales, and marketing officer, the decision to showcase the iconic slogan on such a large stage aims to further embed it into pop culture.

Agent State Farm is a collaborative effort involving several key partners. Highdive played a significant role in the campaign’s development, working closely with State Farm to bring the concept to life. Additionally, State Farm enlisted the expertise of various other agencies and teams to ensure the campaign’s success.

OMD, Optimum Sports, The Marketing Arm, Infinity Marketing Team, and FleishmanHillard were among the partners that contributed to different aspects of the campaign, ranging from media planning and buying to sports marketing, creative execution, and public relations.

Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.

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