Jake from State Farm!

• Who created this message?

State Farm Marketing Team

• What creative techniques are used to attract my attention?

They used humor and nostalgia in this commercial.  This was a reboot of a previously popular commercial where a wife catches her husband on the phone at 3am with a State Farm agent, which aired in 2011.  In 2020, when the company decided to revive the Jake character in their marketing they used a new “Jake” (actor, Kevin Miles) and threw in a nice transfer of power by having the “old Jake” play a part in the commercial as well.  State Farm commercials always have the neighborly feeling to them that makes a person feel like they will be taken care of regardless of the situation.

• How might different people interpret this message differently than me?

My husband has worked for State Farm for over 20 years so people without that connection may perceive the content differently.  While many people have loved the humorous commercials, some have been offended by the choice to replace the “white” Jake with a “black” Jake.

• What viewpoints or world views are included or left out of this message?

The choice to cast the Jake role as a black man leaves out women and other races, however one person can not represent all no matter who they are.  I think State Farm and Miles have done a great job at making the new Jake character very relatable.  That being said, they are still usually casting middle class America type families and situations.  People of lower income levels may feel left out because their situations are not represented in the commercials.

• Why is this message being sent?

The insurance company is attempting to be inclusive and make its customers and potential customers feel cared about and secure in their ability to take care of them.