• by Sarah Mahoney , 4 hours ago

State Farm is finally showing its hand. Last week’s teaser ads featuring Keegan-Michael Key and Danny McBride as dubious insurance salesmen now resolve into a full Super Bowl parody set to Bon Jovi’s “Livin’ on a Prayer.”

 “Stop Livin’ on a Prayer TBC” follows Hailee Steinfeld as she shops for insurance and wanders into a fictional outfit called Halfway There Insurance, staffed by Key and McBride. The pair sing about substandard policies and the difficulty of getting claims approved, reworking the Bon Jovi classic with backup vocals from Katseye, a fast-rising girl group. By the end of the spot, Steinfeld gives up. “I should have gone with State Farm,” she says.

The fictional insurer extends beyond the ad itself. State Farm has launched a microsite for Halfway There Insurance, complete with an underachieving tagline: “We’ll give it a shot.”

State Farm says the 60-second spot will debut in the 1A position, opening the February 8 Super Bowl broadcast. The company describes the creative as a “to be continued” idea, positioning the ad as a setup for additional moments during the game. The campaign will also run beyond Super Bowl Sunday, with placements during the Olympics.

Agency support for the effort includes TMA, OMD, Infinity Marketing Team, FleishmanHillard and This Machine.

State Farm is returning to the Super Bowl a year after it pulled its planned spot amid criticism related to the Los Angeles wildfires.

“As one of the most recognizable non-endemic sports brands, we can step into cultural conversations with a wider lens—to tell stories creatively that resonate beyond the game,” says Kristyn Cook, executive vice president and chief agency, sales and marketing officer, in the announcement. She adds that the new spot is “fun, it’s familiar, and it’s unmistakably State Farm,” while prompting viewers to consider whether they have the coverage they need.

The push comes as major insurance companies are increasing ad spend after several years of pullbacks. According to S&P Global, State Farm spent $1.11 billion on advertising in 2024, the most recent full year available, up 12% from the prior year. That total remains the lowest among major insurers, with Progressive spending $3.49 billion, Allstate increasing its budget to $1.87 billion and Geico boosting spending 67% to $1.4 billion.