State Farm Puts Personal Spin on Football with Tailored Stories for Every Fan

For years, State Farm has said having insurance isn’t the same as having State Farm. This season, the brand has put a sharper focus on the 'why,' using football, humour and distinct creative stories to show what personalisation actually looks like and cut through the noise in a crowded, low-interest category.

The year's football campaign from High Dive brings together familiar faces like Patrick Mahomes and Andy Reid with emerging football talent including Cam Skattebo and Fernando Mendoza. Rather than putting every talent partner through the same creative formula, each story is different while reinforcing the same idea: coverage is personal.

The campaign kicks off with:

Getting to Know You: Jake from State Farm spends the day with Skattebo, taking note of his unusual habits and distinctive ways of doing things. The creative leans into Cam’s energetic nature and signature style, creating a humorous look at just how much you can learn by getting to know someone.

For Ashley: Patrick and Andy reunite for a one-of-a-kind spot created specifically for Ashley and her interests, including, of course, her love for football and dogs.

For Mike: Patrick stars in a spot personalised entirely for Mike, highlighting the simple idea that we all have personal preferences, and insurance should be personal too. Because whether it’s your favourite restaurant or your coverage plan, it needs to be fit for you.

Power Stance: Fresh off Indiana’s historic championship season, college football head coach Curt Cignetti brings his signature side line pose to a CBS co-branded spot with Jake from State Farm.

The football campaign was developed in collaboration with High Dive, with additional agencies supporting the 360-degree football campaign including Optimum Sports, STN, Pretzl, Infinity Marketing Team, OMD, and FleishmanHillard.