State Farm is returning to the Super Bowl spotlight with a continuation-style campaign created by The Marketing Arm, leaning into humor, cultural relevance, and long-tail engagement well beyond game day. Building on a strategy the brand last used two years ago, the campaign once again teases audiences with a “to be continued” storyline that unfolds across social, digital, and broadcast leading up to—and after—the Big Game.
The latest spot introduces a spoof insurance brand, Halfway There, starring Keegan-Michael Key and Danny McBride, followed by a new installment featuring Hailee Steinfeld as a confused customer navigating the pitfalls of vague coverage. Set to Bon Jovi’s “Livin’ on a Prayer”—celebrating its 40th anniversary—the ad humorously underscores the value of reliable insurance, ending with a cliffhanger that will resolve during Sunday’s broadcast.
Notably, the campaign also features Katseye, the global girl group gaining traction with Gen Z and Gen Alpha, reinforcing State Farm’s push to connect with younger audiences through culture-driven storytelling and social-first amplification. Media duties were handled by OMD, with additional support from Infinity Marketing Team, FleishmanHillard, and This Machine.
For State Farm, the Super Bowl remains a high-impact platform to stretch marketing dollars further—and for The Marketing Arm, it’s another example of how bold, culturally tuned creative can cut through the noise of the year’s most competitive advertising moment.
