Why you’re finally going to get to see State Farm’s Super Bowl ad during March Madness

Back in January, State Farm announced that it was canceling its plans to run a Super Bowl commercial due to the impact of the devastating Los Angeles wildfires. 

“Our focus is firmly on providing support to the people of Los Angeles,” the company said in a statement at the time.

But now the company is taking its Super Bowl work and bringing it to another pillar of its advertising calendar, March Madness. The spot stars Jason Bateman as . . . Bateman, a less-than-adequate substitute for Batman. Created by agency HighDive, the spot also has Grammy-winning artist SZA, popular streamer Kai Cenat, and content creator Jordan Howlett (aka Jordan the Stallion). Last week, Cenat made an appearance on The Tonight Show Starring Jimmy Fallon to tease the spot. 

State Farm CMO Kristyn Cook says March Madness is a huge part of the culture, and a perfect time to use humor to get an important point across. “I think today, more than ever, it may seem like insurance companies are all the same, but when it comes to coverage, having insurance is not the same as having State Farm,” says Cook. 

Over the past few years, State Farm has dominated headlines for dropping insurance policies in the areas hit hardest by the fires, due to the risk of extreme weather. It wasn’t the only insurance company to do so, but State Farm was hit hardest by the backlash. 

Now, the brand is putting on a full-court press as a strong sports marketer to counter the criticism. “Our consistent investment in sports is all about aligning [with] our business strategy, and that’s about how we reach large, engaged audiences,” says Cook. “We want to create that emotional connection with fans. And so you see us doing that, whether it’s in our sponsorships or the creative that we deliver.”

Cook says that it’s important for the brand to ask people to really compare its record and services to other options. “Our category is very competitive,” says Cook. “It’s important for us to highlight the difference, and the timing couldn’t be better from a business standpoint. If it feels bold, it was meant to be. Because we feel it was important for people to understand the core message of the campaign.”

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