State Farm: The Last Dance Deep Fake

Sam Rosin, Amy Adelbush

State Farm, the insurer, ran a successful co-branded commercial to amplify its sponsorship of ESPN's The Last Dance in the US.

Campaign details

Brand: State FarmBrand owner: State FarmLead agencies: Optimum Sports, OMDContributing agencies: ESPN Creative Works, TranslationMarket: United StatesIndustries: Sponsorship - media, TelevisionMedia channels: InsuranceBudget: 500k - 1 million

Executive summary

State Farm partnered ESPN as a title sponsor of The Last Dance, the documentary featuring Michael Jordan's final season with the Chicago Bulls. The documentary was set to air in the summer of 2020, and with it, a robust State Farm communications plan. In March, COVID-19 struck, canceling live sports and leaving a void...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands