NFL quarterback Aaron Rodgers has two agents in his life. His State Farm insurance agent and his sports agent. Which one is his favorite? That depends on who you ask. In this campaign we pit Aaron's sports agent Gabe, who has some serious jealousy issues, against his State Farm agent, who is just trying to help protect Aaron's house and car. The result? The biggest one-sided rivalry in football. And the most successful football campaign in history for State Farm history.

State Farm agents play a critical role in making State Farm the largest insurer in the country. They are the backbone of the business, servicing customers in over 19,000 offices all over the country. When you choose State Farm, you’re opting into a personal relationship with someone you can trust. In a perceived apathetic category of insurance, our objective is to demonstrate the real and empathetic nature of our State Farm agents against a category filled with not-so-real archetypes and mascots. By focusing on the empathy of our State Farm agent, Patrick, and the different ways he is there to help Aaron’s life go right, we reinforce the value of having an agent – on the field and in everyday life.

The Agent vs. Agent campaign launched September 9th 2018 and ran through February 4th 2019. This fully integrated campaign spanned across national sports broadcast, picture-in-picture, broadcast billboards, radio, social TV Sync, Twitter Amplify and Giphy. The work launched as a story arc with new creative coming into market at various points in the season. The introduction spot “Two Agents” was launched at the beginning of the season to introduce the characters and lay the ground work for the agent rivalry. From there, 3 broadcast :30’s and 3 unique :15 spots were released building an agent-focused narrative throughout the season.

In correspondence with broadcast, over 60 unique story extensions running through picture-in-picture, billboards, TV Sync social and Giphy were launched to effectively continue and reinforce the story across platforms.

Broadcast:

• Agent vs Agent 30 second broadcast ads saw 29% lift over Brand Average (Source Nielsen)

• Strategic flighting drove brand recall allowing for a successful campaign where 4 unique Agent vs. Agent commercials led the insurance category in Brand Memorability (Source Nielsen)

• Innovative “Picture in Picture” ad placements created a natural setting for characters as they appeared on screen in a contextually relevant matter during live NFL games

• Top performing Agent vs. Agent creative saw a 9% lift in Breakthrough against the category norm (Source AceMetrix)

Digital Livestream:

• 43MM Video Impressions (Source Innovid)

• 22% Increase in Video Completion Rate (VCR) over other football creatives (Source Innovid)

Social:

• 455MM Social Impressions (Facebook, Instagram, Twitter, Snapchat, Giphy)

• Top Performing Facebook Ad, “Cheddar” saw a 92% increase over previous year’s content (Source Facebook)