State Farm is modernizing the insurance business by using drones to check rooftops for damage. It’s also modernizing its brand, today unveiling a “glass half full” positioning, tagline (“Here to help life go right”) and platform (hashtagline: #heretohelp) by DDB Chicago.
Its classic tagline, “Like a good neighbor, State Farm is there,” was written by DDB chairman emeritus Keith Reinhard more than 40 years ago, and “always will be part of the State Farm DNA,” the brand says.
Watch the new spot, which includes some great overhead footage and will debut during the first game of the NBA Finals tonight, and find out more in the press release below:
Today, State Farm, one of the most iconic and recognizable brands in the U.S., announced a new brand platform: Here to help life go right™.
Being a good neighbor has been and always will be part of the State Farm DNA. The new brand platform is designed to showcase State Farm in new ways as well. Here to help life go right is centered on the idea that as good neighbors, State Farm is also here to help people live and plan for the lives they’ve envisioned – whether it’s helping to fund a college education or build for retirement.
“State Farm has always been there when things go wrong, but people don’t realize the many ways State Farm is here to help life go right,” said Rand Harbert, Chief Agency, Sales and Marketing Officer at State Farm. “Being a good neighbor is about being ‘here’ in all of life’s moments.”
With more than 18,000 agents and 65,000 employees across the U.S., State Farm has the unique ability to connect with people, understand their situation and help. Here to help life go right helps underscore State Farm as a relationship-based company that provides solutions for people’s lives, not just their stuff.
“Technology has had a dramatic impact on the way customers interact with businesses, but it can’t replace the value of human connections,” Harbert said. “Relationships are more important now than ever.”
These relationships not only include customers but also the broader communities where State Farm agents, staff and employees live and work. As a part of its mission, State Farm helps to build safer, stronger and better educated communities.
Led by DDB Chicago and integrated along with a variety of supporting agencies, the new creative is for consumers across the board and will be on many platforms — broadcast, digital, social, sponsorship/experiential and direct. The new brand platform is scheduled to be highlighted during the first game of the NBA Finals tonight. (State Farm is an official partner of the NBA.)