People only think of insurance after an unplanned accident (car crash, flood, robbery) or a precautionary measure in the event of one. But State Farm wanted to change that perception and remind consumers that not all unplanned accidents are bad. In fact, sometimes it's the things we swear we will "Never" do are life's greatest accidents— Fall in love and get married, have children, settle down… And for all those "nevers" in life, State Farm is there.