State Farm Will Debut a New Tagline During Game 1 of the NBA Finals Tonight

State Farm is still there … but it’s no longer simply “like a good neighbor.”

In a new campaign by longtime lead creative agency DDB Chicago, the insurance giant debuts a new pitch and a new brand platform: “Here to help life go right.” Late last year the company sought a new creative direction, launching a review in which DDB successfully defended the business.

The classic tagline, “Like a good neighbor, State Farm is there,” which debuted more than 40 years ago, “always will be part of the State Farm DNA,” the brand says. But while that line focuses on how State Farm can help when things go wrong, the new work is meant to highlight the ways State Farm can make things go right.

The launch spot, which will break Thursday night during Game 1 of the NBA Finals, is very different from past campaigns starring The Coneheads, the iconic Jake from State Farm and a series of emojis. Visually it’s much more cinematic than typical State Farm ads, and it focuses on real-life situations in which insurance coverage can play a crucial role.

The ad reminds viewers that State Farm does more than help people recover from events beyond their control. ” ‘Here to help life go right’ is centered on the idea that as good neighbors, State Farm is also here to help people live and plan for the lives they’ve envisioned—whether it’s helping to fund a college education or build for retirement,” the brand says.

Even in an ideal world, the copy implies, State Farm would remain an essential partner.

“Being a good neighbor is about being ‘here’ in all of life’s moments,” said the company’s chief agency, sales and marketing officer Rand Harbert. “Technology has had a dramatic impact on the way customers interact with businesses, but it can’t replace the value of human connections. Relationships are more important now than ever.”

The campaign was led by DDB Chicago, which collaborated with “a variety of supporting agencies.” State Farm’s creative roster also currently includes FCB, Alma, InterTrend, OMD, MCM, The Marketing Arm and Translation. Its in-house creative department also worked on the campaign.

The theme of strengthening communities through personal connections with State Farm agents will continue in future chapters of this campaign, which will be featured prominently throughout the NBA Finals. (State Farm is an official partner of the NBA.)

Patrick Coffee

@PatrickCoffee

Patrick Coffee is a senior editor for Adweek.