• March 17, 2008

State Farm looks to emphasize its ability to be at the intersection of a consumer's needs and wants when it comes to insurance in a new advertising and marketing campaign.

The new effort introduces the slogan "I'm there" with a television commercial that shows people at the intersection of important life events.

The campaign launched during the coverage of the NCAA men's basketball tournament selection, and will roll out throughout the month. "Selection Sunday is the start of NCAA March Madness, which is one of our biggest sponsorship events and a great tip-off point for us," said State Farm assistant VP/advertising Mark Gibson in a statement.

"As an official corporate partner of the NCAA, we find it's at the intersection of our need to meet customers where they are and our desire to maximize one of our biggest sponsorship opportunities of the year."

--Aaron Baar