State Farm
Chris and Cliff

  • Broadcast
  • Communications Planning
  • Merchandise
  • PR
  • Product Design
  • Social Activation
  • Sponsorship Activation
  • Sponsorship Strategy

The Challenge

State Farm had been a sponsor of the NBA for years – and while such legacy partnerships can help build brand awareness, too often they become what amounts to multimillion-dollar wallpaper. So we posed the question: could State Farm and the NBA reimagine such a high-visibility sponsorship in a way that differentiates the brand from others in the insurance category?

The Idea

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How could we use the context of basketball to teach fans about State Farm agents, and why it's helpful to have a personal, human relationship with the company who's selling you insurance? Well, we noticed that State Farm agents, like All-Star point guards, are both born to assist their teammates.

The Work

In order to tell our brand story, we forged a partnership with four-time assist leader Chris Paul, and created “Cliff Paul,” Chris’s fictitious separated-at-birth twin brother – who grew up to become a State Farm agent.
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  • Fate had reunited NBA point guard Chris Paul and State Farm agent Cliff Paul.

  • Twin assisters Chris and Cliff Paul set out to unite their fans by creating something everyone could agree on – the Jordan CP3 iD in Cliff’s favorite argyle.

  • Twins Chris and Cliff Paul successfully pass on the assist to their sons, Lil' Chris and Lil' Cliff.

  • Every great relationship must come to an end – even those destined for greatness. Fortunately for Chris Paul, Cliff Paul comes through with one final assist.

The Impact

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  • The basketball world loved Chris & Cliff. We chronicled the twins’ reunion, setting the stage for Cliff sightings everywhere – from mustaches on NBA announcers to fans in the stands holding big heads.

  • The basketball world loved Chris & Cliff. We chronicled the twins’ reunion, setting the stage for Cliff sightings everywhere – from mustaches on NBA announcers to fans in the stands holding big heads.

  • The basketball world loved Chris & Cliff. We chronicled the twins’ reunion, setting the stage for Cliff sightings everywhere – from mustaches on NBA announcers to fans in the stands holding big heads.

  • The campaign created a cultural icon. Chris and Cliff proved the value of having a personal State Farm agent and their power to assist.

  • The campaign created a cultural icon. Chris and Cliff proved the value of having a personal State Farm agent and their power to assist.

  • The campaign created a cultural icon. Chris and Cliff proved the value of having a personal State Farm agent and their power to assist.

Over one billion social impressions ranging from curiosity to full-on adulation.

State Farm connected with NBA fans in a way that had never been done by an insurance provider. Or by any sports marketer in any category, for that matter. How many other fictional insurance agents do you know who’ve been approached by Jordan for a shoe deal?

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Get in
touch
212.299.5505

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New York, NY 10036

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San Francisco, CA 91407