State Farm aired its first-ever Super Bowl ad in 2021. This year, it would rather spend game day hanging out with you online.
Instead of splurging on guest appearances by Drake and Paul Rudd as it did a year ago, the insurance provider is forgoing a traditional Super Bowl ad in favor of the #TeamStateFarm TikTok challenge. Launching today, the campaign uses the Jake From State Farm character as a talent scout evaluating video submissions on the platform.
Users are asked to show off their talents (no football skills required) with TikTok’s duet feature and use the #TeamStateFarm hashtag. On Feb. 13, Super Bowl Sunday, the three best videos will be pinned to the top of Jake’s TikTok page. Users will then pick the winning video by liking their favorite.