• Adweek, Thursday, August 10, 2006 12:30 PM

The wordless "Now What" campaign breaks with three television ads showing not-your-everyday catastrophes befalling young drivers. Without mentioning the State Farm brand name, a text scroll then direct viewers to the website www.Nowwhat.com, where they are find links for agents and price quotes. In "Date," for example, a young man parks in front of his girlfriend's house, opens the door, and pauses to look at himself in the rear-view mirror. An SUV then smashes into the door. State Farm is also sponsoring a Now What iFilm video contest for which consumers send in short videos depicting the last time they were in a situation in which they asked themselves, "Now what?" "Young people tend to think about insurance a lot less than they think about music, cell phones and other things. But this [campaign] will engage them through key aspects of their lives: the Internet, videos and live events," said Mark Gibson, assistant vp, advertising at State Farm. DDB Chicago created the campaign.

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