State Farm® Looks to the “Future of the Assist” with Chris Paul and Stephen Curry

Bloomington, Ill.–April 21, 2014—State Farm looks to the future with the latest chapter of the popular ‘Born to Assist’ campaign. “Future of the Assist,” a new :60 commercial, will air during the 2014 NBA Playoffs.

Click to view “Future of the Assist.”

“Future of the Assist” centers on the important task of inspiring the next generation of great assisters, picking up where the campaign’s previous outing, “Heritage of the Assist,” left off. Having explored the history of the assist in “Heritage,” “Future” finds Chris and Cliff Paul intent on passing down the ways of the assist to Lil Chris and Lil Cliff. The two younger Pauls, both played by Chris Paul Jr., prove themselves to be true prodigies. Lil Chris earns attention for his signature “alley-oop de doop,” and Lil Cliff begins insuring tree-houses from his own State Farm “branch.”

The spot ends with a special “Cliffhanger” cameo from Stephen Curry, the record-breaking point guard for the Golden State Warriors. Curry appears with a man who may be his own long lost twin, suggesting that a little assist goes a long way, no matter where it comes from.

“We’ve seen great success in the 2013-2014 NBA season with this year’s iteration of the ‘Born to Assist’ campaign,” notes Tim Van Hoof, State Farm AVP-Marketing.  “The latest work continues to convey State Farm’s commitment to service from one generation to the next, and to provide the best value in the business. The work builds excitement for what’s yet to come with our ‘Born to Assist’ story and ongoing partnership with the NBA.”

As “Future of the Assist” rolls out nationally, the new spot will be accompanied by updated digital banners, Clippers in-stadium activations, and integrations with top tier platforms and partners including The social content produced by Cliff Paul throughout the ‘Born to Assist’ campaign will follow the “Future of the Assist” plot, with special activations planned for the 2014 playoffs and finals.

Translation is the creative agency behind the ‘Born to Assist’ campaign.

About State Farm:

State Farm and its affiliates are the largest provider of car insurance in the U.S. and is a leading insurer in Canada. In addition to providing auto insurance quotes, their 17,800 agents and more than 65,000 employees serve 81 million policies and accounts – more than 79 million auto, home, life and health policies in the United States and Canada, and nearly 2 million bank accounts. Commercial auto insurance, along with coverage for renters, business owners, boats and motorcycles, is also available. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 43 on the Fortune 500 list of largest companies. For more information, please visit or in Canada

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