- State Farm is kicking off its latest football campaign to promote its expanded partnership and bundles with Amazon Prime’s Thursday Night Football.
- The first “Bundle is Life” ad features company spokesman Jake from State Farm, Ted Lasso’s Cristo Fernández and Patrick Mahomes celebrating the humorous ways in which football can be bundled. State Farm will also release two additional spots later in the season – one with Mahomes and Coach Andy Reid and another with Detroit Lions defensive lineman Aidan Hutchinson.
- The effort will run across linear, digital, social, OLV and streaming, and also includes a partnership with Amazon Prime’s Thursday Night Football, both co-branded commercials, as well as half-time features. The campaign was created with The Marketing Arm, with additional agencies Optimum Sports, OMD and FleishmanHillard supporting the effort.
The NFL season is a busy time for State Farm, a brand known for tapping into the sports culture with humorous ads and activations featuring Jake from State Farm.
“State Farm is always moving at the pace of culture, to stand out in a crowded marketplace,” said Kristyn Cook, chief marketing, sales and agency officer at State Farm, in a statement shared with Brand Innovators. “Our marketing campaigns tell stories and create memorable experiences for fans. This upcoming football season will focus on bundling – like football and fútbol! Fans will see our broader marketing approach and football strategy come to life through new creative this season, including the spot launching this week, ‘Bundle is Life.’”
Last year, when brands were vying to be a part of the Taylor Swift and Travis Kelce boost, State Farm went for the unexpected. The company brought Jake to meet up with Travis’s brother and Philadelphia Eagles center Jason Kelce, and their mother, Donna Kelce.
In 2023, when the Super Bowl was at State Farm Stadium in Phoenix, the insurance company encouraged fans to participate in an interactive challenge, guessing how many times “State Farm Stadium” was mentioned during the game’s broadcast.
