State Farm is putting a more personal spin on football season. Created with Highdive, the insurer’s latest campaign uses a series of distinct football stories to show what personalized coverage can actually look like – rather than running every athlete or coach through the same advertising formula.
The work builds on State Farm’s long-running message that having insurance is not the same as having State Farm, this time sharpening the focus on why individualized coverage matters.
The campaign brings together familiar faces including Patrick Mahomes and Andy Reid with newer football talent such as Cam Skattebo, Fernando Mendoza and Curt Cignetti.
Each execution is built around the personality of the person in it.
In “Getting to Know You,” Jake from State Farm spends the day with Skattebo, learning his quirks, habits and distinctive approach to life. The spot uses his high-energy personality to make a simple point: the better you know someone, the better you can tailor what they need.
“For Ashley” reunites Mahomes and Reid for a spot designed specifically around one fan’s interests, including football and dogs.
“For Mike” takes the idea even more directly, with Mahomes starring in a commercial personalized around Mike’s preferences to reinforce that insurance, like favorite restaurants or other everyday choices, should fit the individual.
“Happy Coach” brings Indiana head coach Curt Cignetti into the mix for a CBS co-branded spot with Jake from State Farm, playing off Cignetti’s recognizable sideline pose.
Rather than treating personalization as an abstract insurance feature, Highdive turns it into the creative structure of the campaign itself.
That approach gives each piece its own tone while keeping the broader idea consistent: coverage should feel like it was built for you.
Highdive developed the campaign, with additional support across the broader football effort from Optimum Sports, STN, Pretzl, Infinity Marketing Team, OMD, and FleishmanHillard.
CREDITS:
BRAND: State Farm
AGENCY: Highdive
AGENCY: Optimum Sports
AGENCY: STN
AGENCY: Pretzl
AGENCY: Infinity Marketing Team
AGENCY: OMD US
AGENCY: FleishmanHillard
