State Farm NFL Kickoff Campaign Bundles Patrick Mahomes, Andy Reid, Travis Kelce
Thursday, September 7, 2023 at 08:25PM By Barry Janoff
September 7, 2023: To coincide with the start of the 2023 NFL season, State Farm has unveiled a humorous multi-media campaign starring members of the defending Super Bowl champion Kansas City Chiefs.
In the new campaign, brand spokesman Jake from State Farm finds himself in situations with returning State Farm player Patrick Mahomes and head coach Andy Reid, plus Travis Kelce and “one more new football face to be shared later this season.”
The first two new commercials in the campaign, “Combo Meal” and “Mantra,” premiere in broadcast tonight during the 2023 NFL season opening game, Kansas City hosting the Detroit Lions (NBC).
A third spot in the campaign, “MaAuto,” debuts in broadcast on Sept. 17 when Kansas City visits the Jacksonville Jaguars (CBS).
In addition to broadcast, the new creative will play across OLV, streaming, social media (Jake, State Farm flagship and the talent's social channels), digital and audio.
Media partner highlights include Whistle Sports, Bleacher Report, Wave Sports + Entertainment - New Heights with Jason and Travis Kelce, DraftKings, Big Ten Network, ESPN, and Spoti.
Lead agency is TMA.
The campaign shows how State Farm “helps score an affordable price when you bundle home and auto insurance with the Personal Price Plan,” according to the company.
In “Combo Meal,” which takes place in a fast-feeder, Jake tries to explain to coach Reid how bundling home and auto insurance could save money. Jake and Mahomes use fries and a hamburger as props.
“It’s like combo meal,” which Reid understands as he snarfs down the food. “But explain it to me with those chicken nuggies,” Reid says as he reaches for the nuggets.
In “Mantra,” Mahomes and Jake are giving a pre-game pep talk in the Kansas City Chiefs locker room. The word “Bundle” is written on a board alongside diagrams of plays.
Mahomes says, “This entire season boils down to one word . . . “ To which Jake says, “. . . Bundle home and auto.”
The confused players say, “But that’s four words.”
“Not if you bundle,” explains Jake, which sends the entire team into a joyous frenzy.
The spot has a guest appearance by actress Valeria Maldonado.
“MaAuto” finds Jake and Mahomes try to convince Travis Kelce to change his last name to MaAuto for the sake of becoming “the best 'home and auto' bundle in the league: Mahomes and MaAuto.
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