State Farm Asks, 'Now What?'

NEW YORK State Farm asks and answers the question, “Now what?” in an advertising campaign that shows people dealing with common, but difficult, situations.

The effort, via DDB in Chicago, targets young drivers and is anchored by three television spots, in which no reference is made to State Farm, no words are spoken and the only text is the URL, www.Nowwhat.com.

“It’s hard to make insurance fun and cool, but this creates that feeling, is plausible, and stays true to the premise that insurance is a necessary part of life,” said Mark Gibson, assistant vp, advertising at State Farm, Bloomington, Ill.