Big changes require better coverage

Objective

Extend the new campaign around the phrase “I am so there.”

Target

People experiencing life changes that call for new coverage.

Insight

Becoming a parent is a moment in life where planning and security are suddenly important.

Strategy

Remind parents that State Farm doesn’t just protect cars and houses, but also families.

Execution

Dramatize the moment when a man realizes that he’s got responsibilities beyond himself.

Results

One of the most successful ads in a campaign that postponed an agency review for another two years.