This Robot Insurance Agent Cries Fake Tears in New State Farm Ad

The 2018-2019 NBA season is in full swing and to celebrate the return of pro basketball, State Farm has released a series of spots that feature Houston Rockets players Chris Paul and James Harden. They also feature Oscar Nunez of “The Office” fame, who plays State Farm agent Cole Perez. The ads continue a campaign that State Farm began last year, which is mainly centered around Perez helping Paul acclimate to his new home (the NBA star was traded from the Los Angeles Clippers to the Houston Rockets in 2017). In a spot released last year, the pair is seen exploring the city of Houston while bonding over mutual interests, like bowling and singing along to the Backstreet Boys in the car. The point of the effort is to show that State Farm agents really “get” their customers. In the latest crop of ads, State Farm takes a swipe at the use of things like virtual assistants and AI in the insurance industry to remind viewers that its “human” agents are more reliable and helpful. In one spot, a bizarro robot version of Perez (cleverly named CP3, a nod to Paul’s nickname), who works for a State Farm competitor, attempts to help Paul with a car issue he’s having. When called out for not having the compassion of a “real” State Farm agent, the bot begins dramatically spewing fake tears all over his shirt and Paul’s car. [kickout id="1"] Another features Perez and Paul, who is on the NBA’s “naughty list” after a scuffle in a game last week, hanging out while they gaze at clouds. Paul becomes irritated when his agent disrupts the leisurely activity by stating that one of the clouds above looks like a “busted pipe” spewing water everywhere. [kickout id="2"] “Can you just stop being an insurance agent for like two seconds?” he asks. A third spot shows Perez excitedly explaining to Paul that he’s finally gotten his jersey for State Farm’s 19,000-person “agent league,” but expresses disappointment that the number he wanted–13,171–was taken by agent Ty Teveldal from Sioux Falls (who is actually a real employee and makes an appearance in the ad). [kickout id="3"] The campaign was created by Translation. New work will debut during other key moments throughout the season, including Christmas day and All-Star Weekend. CREDITS: Brand/Client: State Farm Agency: Translation, LLC Chief Executive Officer & Founder: Steve Stoute Group Creative Director: Eric Steele, Matthew McFerrin Art Director: Mark Potoka Copywriter: Matt Spicer Art Director: Dupree Bostic Copywriter: Lucas Kelly Director of Content Production: Miriam Franklin Director of Business Affairs: Thalia Tsouros Content Producers: Miriam Franklin, Colleen Miller, Sara Tunstall Group Account Director: Susanna Swartley Account Director: Julia Farber Account Executive: Chloe Williams Assistant Account Executive: Stephen Rich Group Strategy Director: John McBride Strategy Director: Geoff McHenry Jr. Strategist: Rex Nwerem Social Strategy Director: John Petty Social Strategist: Netta Dobbins Senior Project Manager: Meredith Volpe Production Company: Hungry Man Director: Dan Opsal Director of Photography: Collin Davis Executive Producer: Mino Jarjoura Line Producer: Tina Densmore-Bell Production Designer: Laura Fox Editorial Company: Mack Cut Editor: Ryan Steele Assistant Editor: Devon Flint Mixer/Sound Designer: Sam Shaffer Post Executive Producer: Gina Pagano VFX: The Mill, LA Creative Directors: Chris Knight, John Leonti Executive Producer: Anastasia von Rahl Producer: Jacklyn Ramirez Production Coordinator: Fyn Foo 3D Lead Artist: Tom Graham 2D Lead Artist: Chris Knight Colorist: Tim Masick at Company 3 NY

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This Robot Insurance Agent Cries Fake Tears in New State Farm Ad

Brand takes a swipe at A.I. with Chris Paul and Oscar Nunez

Minda Smiley

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