00:00 It looks like Ryan Reynolds and Taylor Swift were involved in the viral moment between
00:04 Jake from State Farm and Donna Kelsey during the Eagles game over the weekend.
00:09 It all started after Swift created a social media frenzy last week watching Chiefs star
00:13 Travis Kelsey play in Kansas City and sitting and laughing alongside his mom Donna amid
00:18 dating rumors swirling between the two stars.
00:21 Swift then showed up to the Chiefs-Jets game a week later, this time with A-list company,
00:26 including Reynolds, Blake Lively and Sophie Turner.
00:29 With the chatter, Reynolds' marketing company Maximum Effort saw an opportunity.
00:33 The company specializes in launching campaigns that capitalize on viral moments and stepped
00:38 in with another idea, featuring Donna Kelsey, but this time chatting with a different star,
00:42 Jake from State Farm.
00:44 The Kelsey matriarch was set to be in Philadelphia on Sunday afternoon to watch her other son
00:49 Jason play for the Eagles.
00:51 George Dewey, Reynolds' co-founder of Maximum Effort, told THR in an interview, "Taylor
00:55 Swift's appearance at the Kansas City Chiefs games really dominated the cultural landscape
00:59 for like five or six days, so when we kind of arrived at this idea during a brainstorm
01:04 for another project, it just felt too good to resist."
01:08 After getting the green light from State Farm and the Kelseys, there was one last person
01:11 that needed to be looped in, Taylor Swift, with the company wanting to make it clear
01:15 that they were not poking fun at her, but rather acknowledging the viral moment.
01:20 After Fox showed the interaction in its broadcast, the result was a flurry of social media impressions
01:25 and dozens and dozens of news stories mentioning Jake from State Farm.
01:29 Alison Griffin of State Farm added, "We just thought it was a fun, textbook example of
01:33 culture and marketing and what it means for brands to take advantage of a moment."
01:38 For more on this story, head to THR.com and for the latest entertainment news and updates,
01:43 keep watching The Hollywood Reporter News.
01:45 (whooshing)
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