Menu
Marketing and Sponsorship

State Farm To Launch "Born To Assist" Campaign Featuring Clippers G Chris Paul

State Farm on Christmas Day is "introducing an advertising campaign" featuring Clippers G Chris Paul called "Born to Assist," according to Andrew Adam Newman of the N.Y. TIMES. Paul led the NBA in assists in the '07-08 and '08-09 seasons, and State Farm's campaign "promotes its agents as being willing to assist, too.” A new commercial “takes a separated-at-birth approach, opening with a scene from 1985 of Chris Paul in a crib beside his fictional identical twin brother, ‘Cliff.’” A voice-over says, “Despite their dissimilar upbringings, they shared one invaluable trait. They were both born to assist.” The boys are then “played at different ages by a series of actors.” Contemporary footage “shows Chris Paul in his Clippers uniform hustling down a court, while Cliff (now, naturally, played by Paul, in glasses, a fake mustache, an argyle sweater vest and a bow tie), who has become a State Farm agent, assists a woman whose car has been hit and tosses doughnuts to co-workers in a State Farm office.” The commercial, by Translation, N.Y., will debut on Christmas Day, running “widely during NBA games on networks including ESPN and TNT.” Spending for the new campaign is "estimated at $35 million to $40 million." The 30- and 60-second versions of the commercial will run on TV, while 15-second versions "will run online on Web sites including YouTube and ESPN.com.” The new campaign will run “concurrently" with commercials featuring Packers QB Aaron Rodgers, who began appearing in spots for the insurer in ‘11. State Farm VP/Marketing Pam El said that advertising to NBA fans “enabled the insurer to highlight its on-the-ground insurance agents to a youthful, diverse group of consumers” (N.Y. TIMES, 12/19).

SBJ Morning Buzzcast: April 25, 2024

Motor City's big weekend; Kevin Warren's big bet; Bill Belichick's big makeover and the WNBA's big week continues

TNT’s Stan Van Gundy, ESPN’s Tim Reed, NBA Playoffs and NFL Draft

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with TNT’s Stan Van Gundy as he breaks down the NBA Playoffs from the booth. Later in the show, we hear from ESPN’s VP of Programming and Acquisitions Tim Reed as the NFL Draft gets set to kick off on Thursday night in Motown. SBJ’s Tom Friend also joins the show to share his insights into NBA viewership trends.

SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2012/12/19/Marketing-and-Sponsorship/Chris-Paul.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2012/12/19/Marketing-and-Sponsorship/Chris-Paul.aspx

CLOSE