"State Farm is doubling down on a messaging strategy that dings rivals for inferior service at Super Bowl LX, with the brand running a 60-second spot in the coveted first ad position of the broadcast's first quarter. For its big game play this year, the insurance marketer is swapping out recent DC Comics-inspired creative for something more musical but still brimming with Hollywood stars who can appeal to a wide range of viewers."
""Our goal is business value," said Alyson Griffin, head of marketing at State Farm. "We use celebrity to break through in culture and we use celebrity for the bigness to meet the moment, which is Super Bowl." In a teaser video released Monday, Hailee Steinfeld sits down for an appointment with a pair of agents played by Danny McBride and Keegan-Michael Key at the fictional Halfway There Insurance firm."
State Farm is placing a 60-second ad in the first-quarter, first-ad position at Super Bowl LX, shifting from DC Comics-inspired creative to a musical approach. The campaign features celebrities including Hailee Steinfeld, Danny McBride, Keegan-Michael Key and pop group Katseye in a parody of Bon Jovi's "Livin' on a Prayer" that highlights competitors' limited customer service. Marketing head Alyson Griffin emphasizes business value and the use of celebrity to break through culturally. Teaser content includes a fictional Halfway There Insurance firm, a website for the competitor, and out-of-home, social and digital activations.
Read at Marketing Dive
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