State Farm Tells Viewers to Stop ‘Livin’ on a Prayer’ in Super Bowl LX Spot
State Farm’s Super Bowl LX spot is a music-driven parody of Bon Jovi’s iconic ‘Livin’ on a Prayer’ to underline a simple message: having insurance isn’t the same as having State Farm.
The ad stars Keegan-Michael Key and Danny McBride, who previously appeared in teasers for the campaign as the hapless founders of a fictional insurance company, alongside Hailee Steinfeld and global pop group KATSEYE. Created by TMA and directed by hungryman’s Dan Opsal, it follows Hailee’s character as she shops for insurance through ‘Halfway There Insurance’, a company that, true to its name, never quite delivers (and fits perfectly into the lyrics of the Bon Jovi classic). State Farm said in a press note that it was the first time the song has been used in a Big Game commercial.
Designed as a foil to State Farm, Halfway There Insurance is used to prompt viewers to question whether they truly feel confident in their coverage, or whether they’re ‘livin’ on a prayer’. The contrast reinforces what State Farm says sets itself apart: real, personalised coverage backed by real people. The ad is structured as a ‘to be continued’ execution, which sets up a surprise follow-on moment that will unfold during the Big Game itself.
‘Stop Livin’ on a Prayer TBC’ will debut in the ‘A1’ position, opening the February 8th Super Bowl broadcast, and will anchor a broader full-funnel rollout that extends beyond game day, including placements during the Winter Olympics.
Hailee said the contrast between her character and Halfway There was key to the comedy. “Playing the customer opposite Keegan and Danny was so fun. They were hilarious and fully committed to doing everything halfway. It really drives home why you need someone who knows what they're doing. Plus, getting to be part of this for the Super Bowl? An experience I will never forget. I can’t wait for people to see the rest of the spot.”
Keegan added that the genuine humour is what allows the message to land. “I had an absolute blast with Danny playing our ‘Halfway There Insurance’ guys. The comedy takes off when Hailee shows up needing help and all we really do is sing and make a bigger mess. The whole campaign works because it's funny and clever, and at the same time makes you think about what you're actually getting from your insurance and why it matters to have coverage you can rely on.”
Danny added, “Keegan and I had a blast bringing ‘Halfway There Insurance’ to life. We got to commit to the bit, lean into the comedy and make something that State Farm could use to say something real about being covered – and on a stage as big as the Super Bowl, that kind of boldness creates a lasting impact.”
Music plays a central role in the spot, with KATSEYE helping reimagine Bon Jovi’s ‘Livin’ on a Prayer’. “‘Livin’ on a Prayer’ is iconic," they said, "and getting to be part of bringing it to life for the Super Bowl with State Farm is insane. We had so much fun reimagining it and adding our own energy. We can't wait for our fans to see it and join in.”
“Working on a Super Bowl commercial with State Farm was an absolute highlight for us. From collaborating with talented actors and musicians to bringing our own selves into the scene, it was an unforgettable experience we loved sharing together.”
“As one of the most recognisable non-endemic sports brands, we can step into cultural conversations with a wider lens – to tell stories creatively that resonate beyond the game,” said Kristyn Cook, executive vice president and chief agency, sales & marketing officer at State Farm. “Our spot, ‘Stop Livin on a Prayer’ does just that. It's fun, it's familiar, and it's unmistakably State Farm. It gets people to ask an important question, 'Do I really have the coverage I need?’ and reminds them State Farm is there to help with local agents and a digital experience to make things easy."
Agency support on the campaign also came from OMD, Infinity Marketing Team, FleishmanHillard and This Machine.
State Farm’s return to Super Bowl LX follows a year off. In 2025, after devastating fires in Los Angeles destroyed an estimated 16,000 homes in California, the insurer pulled its planned Big Game spot out of sensitivity to the moment.
Despite that decision, the brand did later release the campaign in March: a Gotham-inspired film created by Highdive and directed by hungryman’s Bryan Buckley, starring Kai Cenat, SZA and Jason Bateman.
Keep up with everything Super Bowl LX here.
