The 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/branding-and-advertising/brand-strategy/12-advertising-creative-formats
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.
Q: What is State Farm What If about?
A: State Farm What If is a 2023 campaign created by The Marketing Arm for State Farm in the United States. It was developed to coincide with the release of Disney’s Haunted Mansion film, featuring an original spot where Jake from State Farm interacts with Gabbie, the new owner of the Haunted Mansion played by Rosario Dawson. The campaign addresses common homeowner concerns by dramatizing potential property damage scenarios and demonstrating how State Farm supports customers through agent consultations and mobile app claims. It runs across TV, streaming, and social media platforms, blending insurance messaging with popular culture storytelling.
Q: What creative device does State Farm What If use?
A: State Farm What If employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES from Clapboard’s 12-format taxonomy, using the enduring character Jake from State Farm alongside celebrity actress Rosario Dawson. This creative device centers on character-driven recall rather than plot-driven or testimonial structures, leveraging Jake’s established brand recognition and the cultural relevance of the Haunted Mansion film. The campaign’s narrative relies on the interaction between Jake and Gabbie to communicate insurance solutions, reinforcing familiarity and trust through ongoing characters combined with star power and a timely film tie-in.
Q: What is the campaign proposition for State Farm What If?
A: The campaign proposition for State Farm What If positions the brand as a reliable partner for homeowners facing uncertainties related to property damage and insurance needs. By aligning with Disney’s Haunted Mansion film, State Farm targets consumers anxious about homeownership risks, offering reassurance through accessible services like agent consultations and mobile claims filing. The campaign emphasizes State Farm’s commitment to support in times of uncertainty, blending popular culture storytelling with practical insurance messaging to deepen emotional engagement and reinforce the brand’s longstanding promise of being there like a good neighbor.
Q: How does State Farm What If rank in Clapboard's archive?
A: State Farm What If holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating acknowledges the campaign’s integration of popular culture with insurance messaging and its use of ongoing characters to maintain brand familiarity while engaging a broad audience across multiple platforms.
Q: Who are the competitors in State Farm's category?
A: State Farm competes with several key insurers each with distinct market positioning. GEICO emphasizes low-cost insurance with easy online access and quick claims processing, targeting price-sensitive customers through memorable, humorous advertising. Progressive focuses on innovation and personalized pricing via data-driven tools and a strong digital platform, appealing to tech-savvy consumers. Allstate highlights comprehensive protection and trusted agent networks, balancing professional guidance with digital resources. Nationwide offers integrated financial services including insurance, banking, and retirement planning, emphasizing stability and community involvement. Farmers Insurance differentiates through customizable coverage and local agents providing personalized risk assessments, often using narrative-driven advertising to connect with customers seeking tailored policies.
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