Jake Rethinks Assumptions for State Farm With NBA Stars

Chris Paul! Trae Young! Boban Marjanović!

Who's that jolly guy in red helping State Farm celebrate Christmas Day?

It's spokesdude Jake—who else?—goofing around with Chris Paul, Trae Young and Boban Marjanović in ads from Translation that break during the NBA's slate of games on Dec. 25.

State Farm | Photoshoot
State Farm | Rings

Hey, Boban ... nice hands!

"Many people mistakenly assume that the brand's home and auto insurance rates are too expensive for their budgets, so State Farm is challenging that belief, along with other commonly held assumptions [through the lens of basketball]," the company says in press materials. "Just like insurance, NBA players can be misunderstood."

The work stretches across broadcast, online and social channels, leveraging Jake, portrayed by Kevin Miles, who has emerged as a pop-culture force of late. He got the SNL parody treatment a while back, along with faux-Flo from Progressive, cementing his stature.

For State Farm, in addition to hobnobbing with hoopsters, Jake recently riffed with the NFL's Patrick Mahomes and Aaron Rodgers, and brought his signature scarlet logo-shirt and brownish slacks to NBA2K.

Gamers, NBA coaches and a WNBA luminary will appear with him in upcoming spots breaking through May.

So, it looks like we're in for a Khaki New Year!


Brand/Client: State Farm
Campaign Title: State Farm | Challenge Your Assumptions
First Air Date: Dec. 25, 2021

Brand/Client Team: State Farm

Agency: Translation
Chief Executive Officer: Steve Stoute
Executive Creative Director: Jason Campbell
Head of Client Services: Susanna Swartley
Group Creative Lead: Matt Herr
Group Context Director: Joel Rodriguez
Head of Integrated Production: Alison Hill
Senior Art Director: Jen Wang
Senior Copywriter: Deirdre Hering
Junior Art Director: Emeline Earman
Junior Copywriter: MK Holladay
Group Strategy Director: John McBride
Senior Strategist: Megan Mundo
Context Strategist: Paige Rollins
Junior Context Strategist: Sam Cantie
Senior Producer: Lee Nichnowitz
Junior Producer: Ashley Pineda
Business Affairs Manager: Librado Sanchez
Group Account Director: Julia Farber
Account Supervisor: Dara Fineman
Account Executive: Brianna Zuniga
Assistant Account Executive: Taylor Kepley
Production Company: dummy.

Director: Harold Einstein
Producer: Michael Kanter
Production Supervisor: Sara Kelman
DOP: Glynn Speeckaert
Production Designer: Patrick Lumb

Editorial Company: Arcade Edit
Head of Production: Silva Soyer
Editor: Dave Anderson
Assistant Editor: Lucas Ferreira
Cutting Assistant: Sam Barden
Producer: Ellen Lavery

Creative Director: John Leonti
Senior VFX Artist: Roxy Zuckerman

Color Grade: Company 3
Colorist: Tim Masick
Color Assists: Ryan Moncief
Senior Producer: Kevin Breheny

Sound Design & Mix: Sonic Union
Sound Designer + Mix Engineer: Steve Rosen
Sound Designer + Mix Engineer: Fernando Ascani
Mix Assistant: Julian Fader
Audio Post Producer: Justine Cortale

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