Like a Good Neighbaaa
State Farm2024
Like a Good Neighbaaa is a 2024 60-second television commercial for State Farm, created by Highdive, Chicago.
The line
Like a good neighbor, State Farm is there.
Why it works
State Farm treated its return to the Super Bowl like a film release. In the run-up, Arnold Schwarzenegger promoted "Agent State Farm" on The Tonight Show as if it were his next action movie, and an extended teaser showed him on set, until it was plain the feature ran sixty seconds. The finished spot, aired just before the second quarter of Super Bowl LVIII on February 11, 2024, has him rescuing puppies and a pregnant woman from a burning house, then fluffing the brand's long-running jingle take after take: "neighbor" keeps coming out as "neighbaaa", until his Twins co-star Danny DeVito steps in to say it properly. It is studied because the celebrity joke and the slogan are the same thing, so every laugh repeats the line instead of burying it, the trap many star-driven Super Bowl ads fall into. Viewers voted it No. 1 in USA Today's Ad Meter with a score of 6.68, and it was nominated for the Primetime Emmy for Outstanding Commercial.
Techniques
- Humour Arnold Schwarzenegger keeps mangling the brand's line as 'neighbaaa' take after take until Danny DeVito steps in to say it properly.
- Jingles and music The joke is built on the brand's long-running jingle, so every laugh repeats the slogan instead of burying it.
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