NFL partner State Farm teamed up with the league, athlete ambassadors Aaron Rodgers and Patrick Mahomes and agency BBDO New York to launch a pair of ‘Undercover’ spots to leverage spoking football interest around the start of the 2021/22 season.
The insurer’s first new football work since Super Bowl 2021, the two new football-themed spots were released on 9 September – a day ahead of the season’s opening game – and they feature super star quarter backs and previous league MVPs Rodgers and Mahomes alongside the brand’s familiar ‘Jake from State Farm’ character.
While 2020 saw the brand introduced the concept that State Farm had ‘surprisingly great rates’, this year the Green Bay Packers and Kansas City Chief signal callers get creative and go under cover as they set out to show that the brand offers ‘surprisingly great rates that fit any budget’.
‘Music’ sees Jake walk into a music store to see Rodgers in disguise as an aspiring singer-songwriter strumming a guitar. When Jake tells him State Farm has rates that fit anyone’s budget, even an aspiring singer-songwriter, Rodgers plays a riff about his ex-best friend who gave his special rate away.
While ‘Sneakerhead’ sees Jake walk into a sports footwear retailer where he sees Mahomes disguised as a sales associate. Again, when Jake tells him State Farm has rates that fit any budget, even a sneakerhead, Mahomes is taken aback and says the shoes Jake wants are sold out (these happen to be Mahomes’ new shoes in collaboration with Adidas).
Comment:
It was back in October 2006 that State Farm originally signed up to a three-year sponsorship deal with the NFL which began a long-running, ambassador led marketing strategy built around leveraging its league rights – which include NFL brand, trademark rights, broadcast and online media access and media partnerships – to continue to build awareness, trust and remain top of mind.
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