Like a good neighbor, the first-ever, in-game Super Bowl commercial from State Farm is (t)here.
Airing during the first half of the game, the behind-the-scenes style spot created by The Marketing Arm features Team State Farm regulars Aaron Rodgers and Patrick Mahomes, Jake from State Farm, and introduces viewers to a cast of unlikely body doubles, or “stand-ins” as we say in the biz, including Packers fan-favorite Adrian “The Cheesehead” Martinez, Kansas City Chiefs superfan Paul Rudd, and none other than Drake from State Farm.
In the newly released spot, which landed at #8 on the USA Today Ad Meter, Rodgers, Mahomes, and Jake from State Farm poke fun at one another, giving viewers a front row seat to the real camaraderie on Team State Farm. You’ll see Rodgers and Mahomes sizing up the new talent who are acting as their stand-ins on the set of a commercial, selected by none other than Jake from State Farm.
Just before kick-off last year, State Farm and TMA launched a new campaign that re-introduced Jake from State Farm to the world. This year, with Mahomes at the top of his conference and Rodgers taking league MVP, it was the perfect year for State Farm’s first in-game spot.
“Our clients truly deserve all the credit in the world for having the courage to embrace Jake from State Farm as the new face of their brand, and then ultimately giving us the freedom to have some fun with it by introducing an idea like Drake from State Farm,” said Craig Miller, SVP, creative at TMA. “To go from JAKE to DRAKE in just 12 months speaks to the traction he’s helped us gain, and we can’t wait to see where we all take him next.”