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Nov
2023
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State Farm Brings Back Its Magic Jingle with Jimmy Fallon, Ludacris and Others

Highdive announced its new 360-degree campaign for State Farm, “The Right Kind of Magic,” which launches later this week across broadcast, streaming, digital, social and radio. The creative plays off the very real human truth that when people are faced with unexpected situations, they aren’t sure how to react and might say, “Are you joking?” or “This is ludicrous!”

The new series of ads featuring Jake from State Farm and well-known celebrities remind people that in these situations exclaiming these phrases won’t help, but what will help is singing the State Farm Jingle: Like a Good Neighbor, State Farm is there. 

“’Like a Good Neighbor, State Farm is there’ is at the heart of our brand and our mission to help,” says Kristyn Cook, Chief Agency, Sales and Marketing Officer for State Farm. “Our new campaign uses this recognizable brand asset to tell our story. And by collaborating with top celebrities and athletes, our brand can show up at the intersection of sports and culture. That’s where the ‘magic’ happens.”

The first two spots launching as part of this campaign include:

“You’re Joking” (airing Thanksgiving Day) – A teenage girl yells, “Are you joking?” when her dad gifts her a new car, which causes none other than comedian and late night host Jimmy Fallon to appear. Jimmy realizes they don’t need jokes; they need help with new car insurance and sings the State Farm jingle to make Jake from State Farm magically appear.

Let’s take a look…

“This Is Ludacrous” (airing Friday, Nov. 24)- When a couple comes home to find their faucet is on the fritz and flooding their kitchen they yell out, “This is ludicrous!”, which makes world renowned rapper and actor Ludacris appear. Ludacris agrees the whole situation is in fact ludicrous, but he can’t help, so he sings the State Farm jingle to summon someone who can, Jake from State Farm.

Enjoy this brand new spot…

“The State Farm jingle is iconic and more relevant than ever. We’re thrilled to help bring it back in a way that we know people will relate to in their everyday situations,” said Chad Broude, co-founder and co-chief creative officer at Highdive. “More than a jingle, State Farm commercials educate people about insurance and the value of the agent to help them recover from the unexpected.”

The Right Kind of Magic builds on the historical success of State Farm leveraging top-tier talent with their unique brand assets like the State Farm jingle and Jake from State Farm.

Customers today expect exceptional customer service, whether in person or at their fingertips. The solutions highlighted in this campaign demonstrate how State Farm meets those expectations no matter the situation andportrays the relief customers feel when provided with the guidance and coverage they need. This is the most comprehensive creative launch since the State Farm brand refresh and re-introduction of Jake in 2020.

These new spots also mark the first work in the brand’s long-term relationship with Jimmy Fallon and Caitlin Clark. The next wave of the campaign will coincide with the NBA, WNBA and NCAA season, featuring work from Highdive and Translation premiering on Christmas day.

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