Bloomington, IL. – December 25, 2014 – State Farm has launched a brand new chapter of its popular “Born to Assist” campaign with “Best of the Assist,” a game-changing broadcast :60 for the 2014-2015 NBA season. The first of several spots set to debut in the weeks ahead, “Best of the Assist” finds Cliff Paul catapulted into the ranks of the State Farm National Bureau of Assists, a team of elite assisters featuring twins of All Star point guards Stephen Curry, Sue Bird, Damian Lillard, and legendary all-time NBA assist leader John Stockton. The expanded roster introduces a fresh narrative dimension to the “Born to Assist” universe, setting the stage for storytelling that will take the saga of Chris and Cliff in exciting directions.
“Best of the Assist” premiered on Christmas Day during the much-anticipated Washington Wizards vs. New York Knicks match up, picking up right where “Future of the Assist,” the final spot of the previous year’s campaign, left off. Chris and Cliff are visited by National Bureau of Assists leader Don Stockton, who recruits Cliff to join the illustrious organization of tenacious assisters and to work alongside the rest of the Bureau’s “starting five,” comprising Sebastian Curry, Summer Bird, and Darius Lillard.
“NBA fans across the country have built this incredible connection with the State Farm ‘Born to Assist’ campaign and the character of Cliff Paul,” notes Patty Morris, State Farm Marketing Director, Brand Content. “This year, we’re taking our story to the next level with a new focus on teamwork and the many ways State Farm agents help customers. After all, as each of our 18,000 State Farm agents can tell you, no one assists alone.”
The campaign was developed by State Farm advertising agency Translation, which has overseen strategy and creative for the “Born to Assist” campaign since its inception during the 2012-2013 NBA season. This year, the campaign’s debut spot, “Best of the Assist,” was accompanied on its Christmas Day launch by “Seen It All,” a broadcast :30 spotlighting the Bureau’s Chief Assist Officer Don Stockton. Similar spots, focusing on the National Bureau of Assist team, will continue to roll out through the remainder of the NBA season.
Chris and Cliff Paul also held a press conference on Christmas Day to announce Cliff’s decision. Click here to view the full press conference on Bleacher Report.
Brand/Client: State Farm
Campaign Title: Born to Assist
Spot Title: “Best Of The Assist,” “Seen it All”
First Air Date: 12/25/14
CEO: Steve Stoute
Chief Creative Officer: John Norman
Creative Director, Copywriter: Nick Sonderup
Creative Director, Art Director: Andy Grant
Associate Creative Director, Copywriter: Katherine O’Brien
Associate Creative Director, Art Director: Matt Comer, Stevie Laux
Copywriter: Jameson Rossi
Director of Content Production: Miriam Franklin
Executive Producer: Josh Reynolds
Account Team: Susanna Swartley, Zach Dioneda, Stacia Andrews, Julia Farber
Production Company: Biscuit Filmworks
Director: Mike Maguire
Director of Photography: Eric Schmidt
Executive Producer: Shawn Lacy
Line Producer: Tracy Broaddus
Editorial Company: Final Cut
Editor: Crispin Struthers
Post Executive Producer: Saima Awan
Post Producer: Jenifer Locke (LA), Viet-An Nguyen (NY)
VFX Company: MPC
VFX Artist: Marcus Wood
VFX Executive Producer: Justin Brukman
VFX Senior Producer: Matthew Loranger
Audio Post: Final Cut NY
Mixer: Teressa Tate
Executive Producer: Stephanie Apt
Producer: Alek Rost
Music: Felt Music London
Composer: Lorenzo Pignacci
Executive Producer: Steve Spiro
Producer: Steve Spiro
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 18,000 agents and more than 65,000 employees serve almost 84 million policies and accounts – approximately 82 million auto, home, life, health and commercial 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 available. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 41 on the 2014 Fortune 500 list of largest companies. For more information, please visit http://www.statefarm.com or in Canada http://www.statefarm.ca.
Founded in 2004, Translation is a full-service communications agency with a reputation for helping Fortune 500 companies thrive in contemporary culture. The agency is dedicated to delivering transformative ideas that push past the limitations of traditional marketing, fundamentally changing the way a brand resonates with consumers in the global marketplace. Led by Founder/CEO Steve Stoute and CCO John Norman, Translation delivers world-class creative for a roster of premier brands including State Farm, McDonald’s, the National Basketball Association, Kaiser Permanente, Champs Sports, and Sprint.