Denzel Shills State Farm? | Adweek Denzel Shills State Farm? | Adweek
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Denzel Shills State Farm?

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A-listers like Cameron Diaz and Denzel Washington don’t often appear in ads, but State Farm has managed to wrangle those stars and others to, in effect, tout its services.

Since June 5, the insurance brand has benefited by having those stars and others, including Katherine Heigl, Josh Duhamel and Teri Hatcher, appear in a branded entertainment segment on the syndicated Entertainment Tonight with State Farm’s imprimatur.

The segment, which is called the State Farm Being There Profile, shows those stars talking about moments when someone was there for them. For instance, Heigl, who was on ET to promote her movie The Ugly Truth, talked about how her mother, Nancy, provided her with invaluable help in the early stages of her acting career.

Washington, who was promoting  The Taking of Pelham 123, talked about how his wife, Pauletta, always provides comfort for him, no matter what happens in his career. Such interviews run as long as two minutes and State Farm’s affiliation is noted several times.

Mark Gibson, assistant vp of advertising for State Farm, said the idea is to target ad-skippers with DVRs. The content of the segments, based on the Being There platform that State Farm launched in the spring, is meant to provide an association with the brand, though it’s far from a hard sell.

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