If you’ve watched an NBA game over the past couple of months you’ve most likely seen the Lebron James State Farm commercial. This is an all around solid commercial. It has an easy to understand strategy, a famous face, a little comedy and most importantly in my eyes it is easy to relate to.
The strategy behind the spot is simple and sound. Most people don’t understand insurance. They don’t really know what is in their coverage and what isn’t. But with State Farm, you don’t have to worry because you’re covered.
Having Lebron James in the commercial lends a memorable face. The “Kid and Play” dance session between James and one of the friends gives the otherwise serious commercial a moment of levity. These features combine to make a memorable and effective commercial.
What puts it above and beyond in my eyes is the selection of the friends. State Farm could have chosen to use three players from the Cavaliers or just two other famous NBA players. Instead they chose to go with Lebron James and two “regular” people. I think this was a great choice. It allows the consumer at home to relate with the “regular” person who had his car broken into. If it was James’ car that was vandalized, you would expect him to be covered because he has millions of dollars and can afford top coverage. Having the “regular” person’s car broken into allows the consumer to feel like they could be in that position. It allows the consumer at home to feel like calling State Farm is a good idea to make sure they are covered.
What do you think about this spot? Does it speak to the consumer effectively in your eyes?
-The Account Guy