SBD/January 6, 2012/Marketing and Sponsorship

New State Farm Ad Featuring Aaron Rodgers, Teammates Expected To Debut This Weekend

State Farm's popular "Discount Double Check" ad inspired Internet parodies
Packers QB Aaron Rodgers, LB Clay Matthews and DT B.J. Raji on Tuesday shot some commercial scenes for State Farm “for what is expected to be a new ad that could debut as soon as this weekend,” according to Don Walker of the MILWAUKEE JOURNAL SENTINEL. State Farm Dir of Marketing Communications Tim Van Hoof said, "Our plan is to debut a new commercial featuring Aaron and either B.J. or Clay this weekend in the wild-card playoffs, in-game and pre-game. That's the plan, assuming all of the pieces fall into place." Walker reported the footage was shot in Green Bay and will be “a continuation of the story line from the first ad: the promotion of State Farm's ‘Discount Double Check’ and Rodgers' signature touchdown dance, the Championship Belt.” Van Hoff said that some of the footage “may end up on the Internet only, or through social media networks.” The ad includes the three players and “other characters, including State Farm insurance agent Mike Sollie, and actor Adrian Martinez, the goofy Cheesehead in the first ad.” Van Hoof said that State Farm was “very happy with its relationship with Rodgers.” Van Hoof: "Type in Discount Double Check on the Internet and you see all kinds of parodies. I say this a little jokingly, but when you're in the insurance business and you get to be a part of pop culture, and in a sports environment, that's a good thing for the brand. It puts us in a positive light and with a positive team." Walker noted in addition to State Farm, Rodgers has deals with Ford, Nike, Associated Bank and Prevea Health. He also had been “involved with the MACC Fund and has done a series of low-key informational ads with personal injury lawyer David Gruber” (, 1/5).
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