• June 13, 2011

State Farm is rolling out three new spots today that introduce the themeline "Get to a better State." The spots, which are posted online on the insurance company's YouTube channel, are aimed at the general market audience. They focus on policy costs and agent accessibility.

In one spot, a man, in his living room in his pajamas, is talking on the phone at 3 a.m. "Yeah, I'm married," the man says. "Does it matter? You'd do that for me? Really? Yeah, I'd like that." A woman, presumably his wife, comes into the room and says sharply: "Who are you talking to?" When the man replies State Farm, she doesn't believe him. The woman takes the phone from the man and asks, "What are you wearing?" The scene cuts to a cubicle farm where a male State Farm representative replies, "Uh, khakis." The scene switches back to the living room. "She sounds hideous," the woman tells the man. The man replies, "Well, she's a guy, so ..."

The Bloomington, Ill.-based company will continue to run spots aimed at younger customers, in which the recitation of the jingle "Like a good neighbor, State Farm is there" results in the appearance of an agent, along with whatever else the speaker is wishing for (a hot tub, a sandwich, a cute neighbor, etc.)--Tanya Irwin