Real State Farm Agents Help Things 'Go Right' in DDB's Kooky New Ads

Imagine, if you will, your she-shed—a gal's special place of refuge from the frenzied world—getting zapped by lightning and going up in flames. Oh my, what would you do? Well, if you bought coverage from State Farm, you could call agent Zach Bay, and he'd help process your claim so you could get a new "chichi-er she-shed." [kickout id="1"] Bay and four other real State Farm reps star in the insurer's latest campaign breaking today from DDB Chicago. Each spot has a quick-paced, joke-y style, driven by enjoyably silly visuals, to explain that State Farm is "Here to help _____ go right," filling in the blank each time. The brand's "Here to help life go right" tagline pops up in the end. "We want consumers to understand that State Farm agents are real people who live and work in their communities and are here to help," Patty Morris, the company's brand content director, tells AdFreak. "There is real value in having a relationship with a State Farm agent," she says, citing "our empathetic approach" as "a point of differentiation for our brand." From a societal point of view, it's sad that insurance companies have become such despised dispensers of doom that stressing empathy serves as a point of differentiation. But here we are. In this next ad, for auto insurance, we learn that potholes won't necessarily put you on the road to ruin: [kickout id="2"] Other topics covered in the ads below, touting various types of coverage, include shopping-cart mishaps, the foibles of family life and assorted suburban "what ifs," including cheesy medieval re-enactments, huzzah! [kickout id="3"] [kickout id="4"] [kickout id="5"] "State Farm has featured real agents in advertising for years," says Morris. "It's very natural for them to play the heroes and heroines in our stories." Just before filming, "to help warm them up and shake off any nerves, we had them talk to the actors about—what else?—insurance," she says. "They'd chat the actors up for about five minutes about signing up for a policy before they started with the actual lines." Those actors must have been thrilled, right? Ah well, that's showbiz. As for the agents, they get meaty parts in the stories, acquitting themselves well. One was an especially good sport. Despite being allergic to cats, State Farm's Oumar Sylla cuddled with a feline during for the "Awkward Photo" spot and, we're told, emerged no worse for wear. (So he won't be filing a claim.) CREDITS Client: State Farm Pat Culligan: AVP – Marketing Patty Morris: Director of Brand Content & Development Troy Johnson: Marketing Manager Jessica Soddy: Content Strategy Manager Tim Thomas: Marketing Analyst James Stahly: Marketing Analyst Nick Rynerson: Marketing Analyst Jessica Peres: Marketing Analyst Creative Agency: DDB Chicago Chief Creative Officer, DDB North America: Ari Weiss Chief Creative Officer, DDB Chicago: John Maxham Chief Production Officer: Diane Jackson Executive Creative Director: Mel Routhier Group Creative Director: John Hayes Creative Director, Art Director: Brian Culp Creative Director, Copywriter: Katie Bero Creative Director, Art Director: Christopher Bruney Creative Director, Copywriter: Adam Cook Executive Producer: Amy Turner Executive Producer: Mary Cheney Producer: Meghan Gross Group Strategy Director: Jesse Bayer Strategist: Amanda Schuneman Group Account Director: Ben Gladstone Account Director: Veronica Zamiar Account Supervisor: Oliver Glenn Account Executive: Amanda Ouellette —Production Credits for "Pothole" "She Shed" Production Company: MJZ Director: Craig Gillespie Executive Producer: Emma Wilcockson Producer: Martha Davis Editorial: Whitehouse Editor: Matthew Wood Assistant Editor: Meaghan Rahamut Producer: Dawn Guzowski Audio Post: The Studio Audio Engineer: Nicholas Papaleo Audio Engineer: Justin Mayer Audio Producer: Cameron Aper VFX/Finish: 8VFX Executive Producer: Shira Boardman Producer: Ryan Dahlman Creative Director: Jean-Marc Demmer VFX/CG Supervisor: Julien Forest Senior Crowd TD: Tanner Owen Modeler: Leticia Saldana Rigger: Thomas Lopez Designer: Jaguar Lee Lead Flame Compositor: Talia Gleason Nuke Compositor: Jerry Hall Color Grading: Company 3 Colorist: Stefan Sonnenfeld Color Producer: Katie Andrews Music: Comma Bonny Dolan - EP Leigh Salzman - Senior Producer Peter Schmidt - Composer Matt Kelly - Composer —Production Credits for "Awkward Photo" "Sir Robert" "Shopping Cart" Production Company: Hungry Man Executive Producer: Caleb Dewart Director: Dave Laden Producer: Justin Diener Editorial: Whitehouse Editor: Brain Gannon Executive Producer: Kristin Angeletti Senior Producer: Dawn Guzkowski Assistant Editor: Allison Marach Audio Post: The Studio Audio Engineer: Nicholas Papaleo Audio Engineer: Justin Mayer Audio Producer: Cameron Aper Post Production: Carbon Managing Director: Phil Linturn Senior Producer: Kate Soczka Creative Director: Rob Churchill Post Production: The Mill Senior Color Producer: Liza Kerlin Color Artist: Matthew Osborne Music: Heavy Duty Projects Executive Music Producer: Kate Urcioli Music Producer: Dylan Bostick Composer: Jack Ventimiglia

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Real State Farm Agents Help Things 'Go Right' in DDB's Kooky New Ads

Enjoy that new chichi-er she-shed!

David Gianatasio

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