DDB launched a new spot for State Farm, encouraging viewers to volunteer for neighborhood causes with the two minute “Following.”
“Following” focuses on a man who, throughout his day-to-day activities, encounters a series of issues which follow him around in the form of what we really do not want to call spokespeople or “brand mascots.”
The group includes a stray dog, a veteran, school dropouts and the homeless. As the spot goes on, the line of people representative of different causes stretches further and further behind him.
Finally a voiceover suggests, “You can lift the weight of caring, by doing” as he walks into a youth outreach center to volunteer. It concludes by calling on viewers to visit NeighborhoodofGood.com to volunteer.
Once there, visitors can select a cause they care about, from adult education to veterans and military families and enter their zip code to volunteer to make a difference in their community. It’s a clear connection to the “Here to Help Life Go Right” tagline DDB Chicago introduced for the brand last year.
But wait … does that mean he didn’t adopt the dog after all that!? Now we’re upset.