STATE FARM -
RIGHT KIND OF MAGIC

Do you know what an amygdala hijack is? I didn’t either.
“For Pete’s sake!” 
“Aw shoot!”
“Oh Brother!”

...and several other sayings you may have heard from your grandparents. You get the point. In a stressful enough situation, people don’t think. They just react. That’s was the nextchapter of a State Farm x NBA partnership. 

This year’s campaign, ‘The Right Kind of Magic’ follows a simple, yet consistently rewarding construct:

1. Something unexpected happens.
2. A reaction magically summons someone unexpected.
3. The State Farm jingle summons Jake, who provides the reassurance only State Farm can. 

We had a lot of fun finding the right pairings to deliver not only on State Farm’s service messaging, but provide NBA fans with the kind of insights that will enhance their viewing experience.