Over the years, State Farm Insurance has emphasized that they are prepared to be there for you like the very best neighbor, whether your car breaks down or your “she-shed” is inexplicably engulfed in flames. With their newest campaign — and signature humor — the Asian-American audience is highlighted, with the 96-year-old insurance brand eager to come to the rescue, even if a menacing smart home goes off the rails.
In conjunction with multicultural agency fluent360, State Farm released a comedic, Mandarin-language 30-second ad spot titled “Smart Living,” which tells the story of an Asian-American couple who are being terrorized by their Alexa-like home system called SAL.
In the ad an unnerved husband, Dave, recounts to State Farm agent Amy all the ways SAL has been majorly unhelpful, including closing the garage door on their car, turning on the in-home sprinklers, and erroneously blasting The Ring instead of the requested music. Amy assures Dave that while State Farm can’t fix SAL, they can certainly cover the home and auto damages. For anyone who has ever had to angrily repeat a simple question for Siri syllable-by-syllable, this scenario feels all too plausible. Truly, we could all use an Amy to assure us during our more frustrating brushes with technology that everything will be fine.
The campaign was created in response to the growing U.S. Asian market and will be running in English and in-language across Asian digital platforms. Both “Smart Living” and a companion ad to be released in September centers on insights into Asian and Asian-American culture, including being at the forefront of new technology.
“We are always looking for ways to build meaningful relationships with multicultural consumers through cultural insights,” said Ed Gold, Advertising Director at State Farm. “This creative work strikes a balance of providing information while recognizing and respecting cultural nuances.”
State Farm is the largest provider of home and auto insurance with over 81 million policies and employs over 19,000 agents, sometimes the stars of the brand’s witty work.
Executive Creative Director: Jose Suaste
Director Strategy and Planning: Jeff Lin
Strategy Planning: Selina Guo
Creative Director: Tuanpu Wang
Account Services: Darius Broadwater, Julia Kang
Executive Producer: Vivian Lau