This week’s #tbt isn’t a classic VW spot from DDB nor is it eye-patch wearing Schweppes man from David Ogilvy’s massive archive. This week’s #tbt is something a little more recent but just as powerful. Jake from State Farm does something very simple that you can adopt to make excellent ads.
In this spot, State Farm highlights the benefit that you can call them at any time and they’ll answer the phone. Now I don’t know if other insurance agencies offer that service, I would assume most of them do, but this spot isn’t a comparison of other agencies. So our main benefit here, is 24-hour calling.
One reason this spot is so funny and memorable is because of the drama created by the husband’s late night calling and the wife’s disbelief that he could possibly be on the phone with an insurance agent. She shouts, “Jake, from State Farm, at 3am! Give me the phone!” The punchline of this TV spot is also the customer benefit. Whenever a customer remembers this spot they also have to remember the benefit of State Farm Insurance.
If you can make advertising, especially TV spots, that use the product benefit as the punchline, then you’re on track for a very effective piece of advertising. These halloween costumes are a testament to the success and memorability of this stand-alone State Farm commercial. Do you think they nailed it with Jake form State Farm? Let us know in the comments below.