“Jake….from State Farm.”

In Ad Creative, Memorable Marketing on March 5, 2014 at 1:37 pm

Chances are, there’s already a smile on your face from the headline to this post.   I just decided I could no longer resist writing about a commercial I have enjoyed for years. (And how often can you say that about a spot?!!) Just seeing the “wife” in a banner ad, I laughed. Image

I won’t describe it – you already know it well, and can watch here if you’d like to enjoy it again.

But this commercial represents the wonderful confluence of three major things essential to a great spot (or campaign, for that matter). The marketing objective is clear – let people know you can deal with State Farm 24/7 by phone, and presumably other ways. The copywriting is tight and ultra-believable; no wasted words, and extremely true-to-life dialogue that comes from the real world, not adland. And finally, great acting performances.

I can envision a comedy routine interrupted by the actor who plays the agent in the spot simply taking the stage, walking up to the microphone, and saying “….uh…khakis.”  It would bring down the house.

This commercial is rapidly achieving status I have previously reserved for the all-time-great film  “Planes, Trains, and Automobiles”  – where pieces of dialogue from the film are apt to enter any conversation at any time. Yes, officer, yes they are.

So congrats to everyone involved in writing and producing this spot.  Somewhere, there may be a person who doesn’t look forward to seeing it. But who cares?  She sounds hideous.

  1. Yup, this one is one of my favorites.

  2. I love this ad too but the casual trans*phobia at the end is unnecessary. The “she sounds hideous” gets the joke across. But when he responds with “well she’s a guy so …” it takes it too far I believe. Implying that she is hideous because she is a guy is trans*phobic.

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