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Am I getting car insurance or a genie?

30 March 2011 One Comment

I’m sure many of you are familiar with the latest State Farm campaign.

No, not the one with the beady eyed douchebag spokesperson.

I’m talking about the one that seems to present State Farm as some sort of purveyor of the black arts.

You’ve seen this one. Group of girls’ car breaks down. They sing the little State Farm ditty and suddenly their agent appears. But it doesn’t stop there. Apparently, getting speedy roadside help isn’t enough. These ladies have strong libidos and they need their agent to be hot. And sensitive.

Or how about the one where the couple’s car breaks down along the side of the road? They summon their agent and she gets to work. But again, this is not enough. They seem to find each other so repulsive they need the State Farm genie to make themselves into different (hotter, of course) people.

And then there’s the classic spot. The one where 3 barely post-teen guys sit around their place and witness a baseball coming through their window. Do they run outside and give chase like pretty much any normal dude would? Nope! They’ve got State Farm, so they can hum a few bars and get their agent on premises, stat! But of course, they also need a sandwich, a hot tub and the nerdy-hot neighbor from down the hall.

Now, these spots may entertain some people. I find them a bit annoying, but everyone has different taste.

But what the hell are they saying? The net takeaway seems to be that State Farm is offering themselves up as some sort of personal concierge/pimp service.

If that’s the case, great. Mission accomplished.

But if you’re trying to sell insurance? Then I want to know why you are trying to distract me with all these pretty people, sandwiches and hot tubs.

It makes me think you don’t have a lot of confidence in your actual product. And when your product’s main purpose is to offer protection for people who get into accidents, a lack of confidence is not really a good thing.

- TJ Bennett

One Comment »

  • Shawn said:

    I always thought these trivialized the product. Is car insurance no different than the indulgences for entitled 20/30 somethings.

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