State Farm Assists NBA's Chris Paul In Move To Houston, But What About Cliff?
Wednesday, November 8, 2017 at 01:20PM By Barry Janoff
November 8, 2017: When Chris Paul was traded from the Los Angeles Clippers to the Houston Rockets in June, he left behind teammates, fans, belongings and memories.
Did he also leave behind “twin brother” Cliff Paul?
That question is raised in a new campaign from State Farm, the first multi-media marketing effort with Paul since his off-season move, which includes TV, Internet and social media.
Paul has been a State Farm spokesman since 2012, with many spots co-starring his “faux” brother Cliff, who as a State Farm agent is able to assist Chris.
According to State Farm, “Chris' real-life move is the backdrop of the latest campaign (which) showcases the many moments State Farm can assist during a major life change, and demonstrates the immeasurable value of having a personal relationship with a State Farm agent.”
The campaign, anchored by the first in a series of new spots, “Going Away Party,” strongly indicates that Cliff is being replaced by “State Farm agent Cole Perez (actor Oscar Nunez of The Office and People of Earth).
This spot will break on Nov. 9 when the Rockets host the Cleveland Cavaliers (TNT).
It will also include an eBay auction "Moving Sale" destination (going live Nov. 11) where “Chris will sell some of his most valuable items and donate all proceeds to storm relief in Houston,” according to State Farm.
The campaign follows a recent community event held in partnership with NBA Cares and the Chris Paul Family Foundation to help rebuild school libraries in Houston and support students and families impacted by Hurricane Harvey.
The campaign is scheduled to run through 2018.
Lead agency is Translation. 
In the first spot, a voiceover offers, "Goodbyes are never easy. But when you are born to assist, you can’t close one door without first opening another."
We see Chris and Cliff at a farewell party as they watch clips of themselves together (from previous State Farm ads). I’m going to miss seeing that face everyday, Cliff. You’re the only one . . . “
Cliff finishes the sentence “. . . who gets you?””
Chris “This move has been . . . “
Cliff “. . . a big deal? Let me show you something.”
He hands his brother a business card of State Farm agent Cole Peréz with text, “Born to be your agent.” “Think of it as my last assist,” says Cliff.
“I’m going to miss you,” says Chris.
State Farm did not comment on whether this would be the actual end of the Cliff Paul character, which has had followers on Twitter and Facebook as well as a bevy of merchandise in his image.
Other State Farm spots with Paul have also starred NBA players DeAndre Jordan and Damian Lillard.
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