The effort includes a new commercial, "Memories," to air on TV, online and in theaters nationwide. Fans will also be able to view behind-the-scenes documentary footage via www.statefarm.com/lebron starting this week.
The ad will also be in select movie theaters during National CineMedia's pre-feature program. While individual State Farm agents and zones have used cinema advertising effectively on a local basis, the Memories campaign marks the first time that the company has used the medium nationally, per the company. --Karl Greenberg