- HOME
- FOR CLIENTS
- FOR FREELANCERS
- LOGIN
BLOG
New user? Create account
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign leverages the enduring character Jake from State Farm, who has become synonymous with the brand, alongside celebrity actress Rosario Dawson as Gabbie, the new homeowner from Disney’s Haunted Mansion. The spot’s narrative is powered largely by their interaction, with Jake embodying the consistent helpful figure audiences recognize across State Farm campaigns. This use of ongoing characters, with added star power and cultural tie-in to a film release, places character-driven recall – not a plot-driven or testimonial structure – at the forefront of the campaign’s creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques
1. GEICO – Market Positioning GEICO differentiates itself through its brand promise of low-cost insurance backed by easy online access and quick claims processing. Known for its memorable, humorous advertising and mascots like the Gecko, GEICO targets price-sensitive customers seeking efficient service and digital convenience, emphasizing savings and simplicity in auto and home insurance coverage. 2. Progressive – Market Positioning Progressive leverages innovation and technology with its Snapshot program and competitive pricing tools. It positions itself as a customer-centric insurer providing personalized rates through data-driven insights, coupled with a strong digital platform and an engaging brand voice led by spokesperson Flo, appealing to tech-savvy and value-conscious consumers. 3. Allstate – Market Positioning Allstate focuses on comprehensive protection paired with a trusted agent network and personalized service. Its “You’re in Good Hands” campaign highlights reliability and caring support, emphasizing bundled insurance offers and proactive risk management tools, targeting homeowners and families wanting a balance of professional guidance and digital resources. 4. Nationwide – Market Positioning Nationwide positions itself as a one-stop financial services provider delivering insurance alongside banking and retirement planning. Its customer-first approach emphasizes stability and community involvement, appealing to consumers seeking an integrated financial partner offering home, auto, and life insurance with comprehensive advisory services. 5. Farmers Insurance – Market Positioning Farmers Insurance differentiates through customizable coverage options and a strong focus on local agents providing personalized risk assessment. Its narrative-driven advertising often highlights real-life scenarios, targeting customers who value tailored policies backed by expert advice and reliable claims support across multiple insurance lines.
State Farm "What If"State Farm is collaborating with The Walt Disney Studios to celebrate the release of its new film, Disney’s Haunted Mansion, which comes out later this month. As part of this collaboration, State Farm has released an original spot featuring Jake from State Farm interacting with Gabbie, the Mansion’s new owner (played by the actress Rosario Dawson). The spot was created by TMA (The Marketing Arm), along with the Walt Disney Studios and Haunted Mansion team and Soapbox (a frequently used Disney production house). The new spot is part of the State Farm ongoing “What If” campaign, which leans into the concerns people have around the potential outcomes of homeownership. In it, we see Jake from State Farm walking with the Mansion’s owner, Gabbie, and explaining how State Farm can help with her insurance needs, including talking to an agent and filing a claim on the State Farm mobile app. It's the latest example of how Jake from State Farm continues to resonate in popular culture. The spot, in :30 and :15 lengths, will span TV, streaming services, social media and more.This professional campaign titled 'State Farm "What If"' was published in United States in July, 2023. It was created for the brand: State Farm, by ad agency: The Marketing Arm. This Film medium campaign is related to the Finance, Insurance, and Movies industries and contains 2 media assets. It was submitted almost 2 years ago by President: Roy Elvove of Elvove Associates LLC.State FarmUnited StatesFilmInsurance, Finance, Movies1. Year: 2023 2. Title: Property Damage :30 | State Farm® Commercial 3. Description: Like a good neighbor, State Farm is there.® Subscribe to our YouTube channel: https://www.youtube.com/statefarm?sub... Connect with us: https://www.statefarm.com https://facebook.com/statefarm https://twitter.com/statefarm https://instagram.com/statefarm 4. Language: en 5. Views: 2186 6. Likes: 2 7. Comments:NarrativeThe State Farm "What If" campaign, launched in July 2023, leverages a strategic partnership with The Walt Disney Studios to align the brand with the release of Disney’s Haunted Mansion film. By featuring Jake from State Farm interacting with Gabbie, the new owner of the Haunted Mansion played by Rosario Dawson, the campaign tactically merges popular culture storytelling with practical insurance messaging. This approach reinforces State Farm’s long-standing brand proposition of reliability and support in times of uncertainty, emphasizing the company’s commitment to helping homeowners navigate potential risks through accessible services like agent consultations and mobile claims. The campaign’s market strategy hinges on addressing consumer anxieties around homeownership by dramatizing “what if” scenarios linked to property damage and insurance needs. By embedding these concerns within a narrative context tied to a well-known and timely movie release, State Farm enhances relevance and emotional engagement. The use of a recognized brand character, Jake from State Farm, continues to build familiarity and trust, while the multi-platform rollout—including TV, streaming, and social media—ensures broad reach across diverse audience segments. This integrated creative angle leverages entertainment content to drive awareness of insurance solutions in a way that is both culturally resonant and functionally informative, targeting homeowners wary of potential property risks and in need of dependable insurance support.FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign leverages the enduring character Jake from State Farm, who has become synonymous with the brand, alongside celebrity actress Rosario Dawson as Gabbie, the new homeowner from Disney’s Haunted Mansion. The spot’s narrative is powered largely by their interaction, with Jake embodying the consistent helpful figure audiences recognize across State Farm campaigns. This use of ongoing characters, with added star power and cultural tie-in to a film release, places character-driven recall – not a plot-driven or testimonial structure – at the forefront of the campaign’s creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques1. GEICO – Market Positioning GEICO differentiates itself through its brand promise of low-cost insurance backed by easy online access and quick claims processing. Known for its memorable, humorous advertising and mascots like the Gecko, GEICO targets price-sensitive customers seeking efficient service and digital convenience, emphasizing savings and simplicity in auto and home insurance coverage. 2. Progressive – Market Positioning Progressive leverages innovation and technology with its Snapshot program and competitive pricing tools. It positions itself as a customer-centric insurer providing personalized rates through data-driven insights, coupled with a strong digital platform and an engaging brand voice led by spokesperson Flo, appealing to tech-savvy and value-conscious consumers. 3. Allstate – Market Positioning Allstate focuses on comprehensive protection paired with a trusted agent network and personalized service. Its “You’re in Good Hands” campaign highlights reliability and caring support, emphasizing bundled insurance offers and proactive risk management tools, targeting homeowners and families wanting a balance of professional guidance and digital resources. 4. Nationwide – Market Positioning Nationwide positions itself as a one-stop financial services provider delivering insurance alongside banking and retirement planning. Its customer-first approach emphasizes stability and community involvement, appealing to consumers seeking an integrated financial partner offering home, auto, and life insurance with comprehensive advisory services. 5. Farmers Insurance – Market Positioning Farmers Insurance differentiates through customizable coverage options and a strong focus on local agents providing personalized risk assessment. Its narrative-driven advertising often highlights real-life scenarios, targeting customers who value tailored policies backed by expert advice and reliable claims support across multiple insurance lines.State Farm, What If, 2023, Disney Haunted Mansion, Jake from State Farm, Rosario Dawson, Gabbie, The Marketing Arm, Soapbox, Disney collaboration, insurance campaign, finance industry, movies industry, narrative, TV commercial, streaming, social media, mobile app, property damage, homeownership, insurance needs, State Farm mobile, United States, Hollywood campaign, multi-platform, celebrity interaction, fictional character, brand collaboration, Disney Studios, Haunted Mansion film, insurance advertisement, insurance brand, insurance services, film industry, marketing campaign, 2023 campaign, insurance storytelling
Brand: State Farm
Agency: The Marketing Arm
Country: United States
Year: 2023





