Many State Farm commercials were animated back in the '50s and '60s, but the insurance company returns to cartoons this week for the first time in decades—in a spot from Translation starring Scooby-Doo and the gang.
The ad, which broke this weekend during Saturday Night Live, shows the meddling kids getting in an accident on a road after the Creeper jumps out in front of them. Using the magic "Like a good neighbor" jingle, they summon a State Farm agent, who helps them out—and reveals the real identity of the Creeper (who, alas, turns out not to be Flo from the Progressive commercials).
The spot was created with Warner Brothers and uses the official character graphics, voices and music tracks from the cartoon. The animated agent is based on a real person, too—State Farm agent Lucy Rodas, who "helps her customers get to a groovier state in Norwalk, Calif.," according to the company.
"State Farm has been 'like a good neighbor' for customers since 1922, allowing them to help many different people across the decades," says Translation creative director, Emily Sander. "Pairing with Warner Bros.' Scooby-Doo allowed us to demonstrate that heritage of help in a unique way, showing just how far it extends—even to the animated, mystery-solving Scooby Gang of friends from 1969."
"Just as the Scooby Gang solves a mystery and saves the day, like a good neighbor, State Farm is there to save the insurance day," adds State Farm assistant vice president of marketing communications Tim Van Hoof.
Brand/Client: State Farm
Founder/CEO: Steve Stoute
Group Creative Director: Chris Valencius
Creative Director: Emily Sander
Associate Creative Director, Art Direction: Paul Roberts
Associate Creative Director, Copywriter: Nate Virnig
Director of Content Production: Miriam Franklin
Director of Business Management: Debra Horvath
SVP Group Account Director: Ben Gladstone
Account Director: Susanna Swartley
Account Supervisor: Sara Daino
Account Executive: Verena Zannantoni
Partner, Strategy: John McBride
Animation Company: Warner Brothers Animation
Executive Producer: Sam Register
Production Supervision: Bobbie Page
Supervising Producer: Tony Cervone
Line Producer: Wade Wisinski
Media Buy: Handled by OMD
End Tag Animation: The Mill LA
VFX Animator: Jonny Sidlo
VFX Designers: Sharai Corral, Clarice Chin
VFX Executive Producer: Stephen Venning
VFX Producer: Elizabeth Newman
Audio Post: ADVANTAGE Post Sound Services
Mixer: Ray Leonard
Sound Designer: Robert Duran
Foley Artist: John Lampinen
Foley Mixer: Aran Tanchum
Music: Robert J Kral
Composer: Robert J Kral