State Farm is giving insurance a sci-fi twist with its latest campaign, drawing inspiration from Apple TV+’s hit series Severance. The new 60-second spot, directed by the show’s executive producer Ben Stiller, stars Adam Scott—who plays Mark S. on the show—alongside Jake from State Farm in a clever metaphor for young adults separating from their parent’s insurance policies.
According to Alyson Griffin, head of marketing at State Farm, the campaign aims to connect with young adults who are stepping into financial independence. “Insurance is second nature to people in their 50s, but their kids are reaching the stage where they’re getting ‘severed’ from their parents’ plans. That’s been on our minds.”
Developed by Highdive, the spot pays homage to Severance’s distinct aesthetic, featuring props, sets, and even the same green carpet from the Apple TV+ series to create a seamless crossover experience.
In the 60-second creative, a young woman wakes up in a sterile office, dazed and confused, only to be informed that she willingly underwent the “Severance” procedure—except instead of splitting her work and personal lives, she’s been “severed” from her parent’s auto insurance. As panic sets in, Jake from State Farm arrives to reassure her, guiding her through the process of getting her own policy. Watch below:
“This is a test-and-learn strategy,” Griffin explained. “It’s the first time we’re bridging these resources together, and we’re targeting both Severance watchers and consumers in their 20s.”
The ad, which debuted this week during Severance’s second season, was initially set to air ahead of the January 17 premiere. However, State Farm delayed the launch due to the Los Angeles wildfires, which also led the insurer to cancel its planned Super Bowl commercial.
The campaign extends across YouTube, digital, and social platforms, including a teaser that Jake from State Farm posted on TikTok earlier this week. In addition to the 60-second ad, the campaign will roll out a 30-second spot, a 15-second cut, and a total of seven unique pieces of content aimed at both Severance fans and Gen Z consumers.
With a mix of pop culture relevance, humor, and practical guidance, State Farm continues to modernize its messaging, proving that even insurance can be binge-worthy.
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