• by Larissa Faw , August 6, 2018

State Farm is leveraging its consolidated account under the Omnicom family by rolling out its first creative developed by fluent360 since the multicultural shop was awarded the assignment late last year. DDB Chicago serves as the insurance provider's creative AOR. 

This new creative is designed to reach the growing U.S. Asian market by combining humor and cultural insights as well as intermixing languages. "Smart Living" builds off the concept that most Asian Americans are among the first to embrace and adopt new technology as they show a couple whose voice-controlled device, SAL, is a menace to their household. 

Debuting September 3, the "Intuition" spot will riff on the age-old parents-know-best story by showing how an Asian-Indian's parents’ advice oftentimes leads to unwanted accidents.

Some ads use real-life State Farm agents responding to their calls to help underscore their authenticity. 

“This creative work strikes a balance of providing information while recognizing and respecting cultural nuances," says Ed Gold, advertising director, State Farm. 

The media buy appears both in English and in-language across Asian print and digital platforms. Some targeted broadcast ads will air as well.  

These micro-targeted spots are part of State Farm's long-term strategy to recognize the subtle differences within the Asian Pacific American community. In addition to the cultural references, State Farm includes specific in-language marketing in order to resonate culturally across this diverse demographic.