00:00We were very fortunate to have Jake from State Farm, he is now part of the cultural lexicon.
00:05I think why he's so popular and knowing him firsthand is that what you see on the screen
00:10and the sincerity is exactly who he is in real life. In fact oftentimes when we're on shoots
00:17he always asks for a plus two and the posse he travels with is his mom and dad because he wants
00:24to thank them for everything that they did for him but then also I know that they're so incredibly
00:29proud and so if that's not a good neighbor I don't know what is. Everything we do starts with
00:40the notion that like a good neighbor State Farm is there and how we bring that to life and tell
00:45that story and the incredible mission that we have to help people, marketing plays a big role.
00:50So it starts with our strategy where we think about consumers and insights and that informs
00:56everything that we do from how we think about our creative in particular, what channels that
01:01creative shows up on and our incredible assets that we have at State Farm including Jake from
01:06State Farm. He's been really important to us in terms of the personification of a good neighbor
01:11and how we utilize him to be relatable to consumers especially the younger generation
01:18but then to also demonstrate that we are square in the middle of culture. You've seen Jake at the
01:24WNBA draft and when you saw Kaitlyn Clark number one draft pick for the Indiana Beaver come off
01:30on the stage, Jake was one of the first people to give her a hug and that was that was meaningful.
01:35He's a friend at the end of the day and he demonstrated that team State Farm supports
01:40that incredible athlete in women's sports in general and we want to move at the pace of culture
01:45so that we can seem to be cool and that people can say State Farm is a place for us so that we can
01:50be a force for profitable growth for the organization.
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