State Farm Life Insurance TV Spot, 'Kids'

iSpot Review - July 8, 2015

'Them feels' and then some in this kid-driven TV commercial from State Farm Life Insurance. While being adorable, the kids' and their cute answers play back category benefits in the form of absurd analogies. The analogies reinforce the intangible benefits of the category. Note that the focus is the category and less the brand.

This ad wants to convince you to buy life insurance even before convincing you to buy State Farm Life Insurance. The ad is first about "why buy insurance," while the only brand specific elements reside in standard color schemes and closing logo and brand slogans.

Structurally, the ad focuses on the category need, then a brief moment explaining how State Farm can meet the need with knowledgeable staff. Finally, a closing brand reminder is left to linger with the viewer. Kudos to the creative team that knitted a rather intricate communication strategy into this stand-alone TV commercial.