| America is currently in a time of uncertainty, leaving people looking for things they can believe in, rely on, and trust. So there was no better time for State Farm® to remind consumers of the long standing promise of their brand, "Like a good neighbor, State Farm is thereTM". In fact, for State Farm, there's nothing more important than being there, as demonstrated in five television commercials produced by DDB Chicago and Alma DDB.
The anthem spot for the campaign, "I'll Be There", backed by the popular Jackson 5 track, is a tribute to the power of human connection. "It's people being there for people," explains DDB Chicago, "unwavering in their loyalty and support. Finding strength in the smallest of gestures, like clasped hands that won't let go..."
The other general market spots "One Day" and "The Door" further show the power of self sacrifice, be it working hard to build a better life for loved ones or supporting others no matter what the day may bring.
State Farm's "being there" message resonates especially strong within the Hispanic market, says Alma DDB, "Hispanics always turn to each other. They want a friend, a partner, an extended family member who will take the time to help them tackle the problems in becoming more established, while respecting where they're at right now. However, in a foreign system there are things they can't always help each other with." The two Hispanic spots, "Extra Room" and "First Kiss," illustrate "being there" through intergenerational relationships whether it's a family taking in an aging parent or a father coming to terms with his little girl going "de niña a mujer" (from girl to woman).
"[The stories] reinforce the notion that being there for those who matter most is what we do," says DDB Chicago, " A perfect picture of how State Farm is also there for you."
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