State Farm's Netflix Integration Marks a Shift in Brand Asset Deployment

State Farm is iterating on its basketball-focused 'With The Assist' platform beyond a traditional media buy. The brand character Jake from State Farm will appear in-show during an episode of the Netflix series 'Running Point', which returns for its second season on April 23. This in-show integration, alongside a co-branded spot, represents a step up for how the brand shows up on screen. The effort is part of a larger collaboration with Netflix, where a co-branded spot featuring Jake and stars Kate Hudson and Chet Hanks will be in market from April 13 through May 22. The campaign is part of a broader strategy to show up at the intersection of sports, entertainment, and pop culture, as State Farm is also inserting the character into the EA Sports FC 26 video game.