State Farm recently rebranded itself, switching from its classic “Like a Good Neighbor" slogan for a new one: "Here to Help Life Go Right," the
Chicago Tribune reported.
The insurer’s new campaign premiered during a television spot during the first game of the NBA Finals. An advertisement depicting a world “where nothing went wrong” asked what State Farm would do without any catastrophes or accidents to insure for—the ad then answers that the insurer would sell consumers assorted financial services.
"We've always been there when things go wrong, but people don't realize the many ways that we've been here to help life go right," explained State Farm assistant vice president of marketing Beth Ward. "We've got banking products, life insurance products and other things that can also help enable those dreams."
"Insurance is always going to be known as when the bleep hits the fan, they're there for you in the worst times," remarked John Maxham, chief creative officer of DDB—the marketing agency that helped State Farm create the new campaign. "What State Farm would like people to know is there is another side to life and another side to them, and with a little bit of planning they can help create better outcomes."
DDB Chicago and State Farm have been longtime partners in marketing the latter’s insurance services. DDB, then known as Needham, Harper & Steers, came up with State Farm’s “Like a Good Neighbor" slogan in 1971.
Ward assured that State Farm remains an insurance company despite its lighter, less-on-tragedy rebranded image. She also hinted that the "good neighbor" slogan might appear in future campaigns.
"We're not saying we won't be there for people when things go wrong," she underscored. "It's helping them understand we're also there to help their lives go right."
