Having Insurance Is Not the Same as Having State Farm

State Farm’s latest football campaign, created with Highdive, uses football, humour and personalised storytelling to demonstrate why insurance should be as individual as the people it covers. The campaign builds on the brand’s long-running idea that having insurance is not the same as having State Farm, putting a sharper focus on what makes its coverage personal.

The campaign brings together familiar names including Patrick Mahomes and Andy Reid with emerging talent such as Cam Skattebo and Fernando Mendoza. Rather than using a single creative formula across its talent partners, each story is tailored to the personality, interests and circumstances of its subjects while reinforcing the central idea that coverage is personal.

The campaign includes several distinct spots. In “Getting to Know You,” Jake from State Farm spends the day with Skattebo, exploring his unusual habits and energetic personality. “For Ashley” reunites Mahomes and Reid in a spot built around Ashley’s interests, including football and dogs, while “For Mike” uses Mahomes to show how personal preferences should extend to insurance coverage. “Power Stance” features Indiana head coach Curt Cignetti bringing his signature sideline pose to a CBS co-branded spot with Jake from State Farm.

The 360-degree football campaign was developed with High Dive and supported by Optimum Sports, STN, Pretzl, Infinity Marketing Team, OMD and FleishmanHillard. By giving each talent and story its own creative treatment, State Farm turns personalisation into something audiences can see and experience rather than simply a claim from the brand.