State Farm during the slate of Christmas Day NBA games launched the latest installment of its "Born to Assist" campaign, with Cliff Paul, the fictional twin of Clippers G Chris Paul, "tapped for State Farm's National Bureau of Assists team," according to Ashley Rodriguez of AD AGE. The "Best of the Assist" spot, via Translation, N.Y., also includes the fictional twins of Basketball HOFer John Stockton, Warriors G Stephen Curry, Trail Blazers G Damian Lillard and WNBA Storm G Sue Bird. A 60-second spot features all the players, as well as 30-seconds spots that are "set to roll out" during the season. A 30-second spot focusing on Stockton, called "Seen It All," is already available. State Farm "said it was pausing its relationship" with the Clippers after former Owner Donald Sterling "made allegedly racist comments earlier this year." However, State Farm Dir of Marketing & Brand Content Patty Morris said that the incident "did not influence the insurer's decision to tap more athletes for the ads" (
ADAGE.com, 12/25). In L.A., Ben Bolch noted Stockton's "twin," Don, "serves as the chief assist officer" for the National Bureau of Assists. The other "twins" include Sebastian Curry, Darius Lillard and Summer Bird. The ads were filmed "this summer at a studio in Burbank" (
LATIMES.com, 12/25).
