State Farm recently launched the first three installments of it’s new “The Hoopers,” sitcom farce campaign that will run throughout the 2015-16 NBA season, which demonstrates the value of receiving help from a State Farm agent during every stage of life.
The campaign brings together an array of notable NBA stars, including Chris Paul, as well as DeAndre Jordan, Kevin Love, Kevin Garnett, and Damian Lillard in a :60 commercial spot which debuted during the New Orleans Pelicans vs. Miami Heat game at 12:00 p.m. ET Christmas Day on ESPN. “The Hoopers” casts the five players as a typical family—complete with Dad, Mom, teenage Son, Grampa (a tongue-in-cheek joke about veteran Kevin Garnett), and Baby—bringing to life the many ways the fictional Hoopers family receives assistance from their neighbor, a State Farm agent. The new integrated campaign, developed by independent agency Translation, will include five broadcast spots, print, digital, social, broadcast integrations and partnerships, a host of in-arena activations, and exclusive merchandise on the State Farm ShopTheFarm.com website.
“The Hoopers” is a follow-up to the wildly popular State Farm “Born to Assist” NBA campaign, which for three seasons communicated the value of an assist, both on and off the court, through the story of Chris Paul and his long-lost twin, State Farm Agent Cliff Paul. The new campaign’s inaugural spot, entitled “Meet The Hoopers,” is a pitch-perfect send up of the aesthetics and tropes of the family sitcom genre. Additional spots in the campaign take the idea even further, touching on everything from Mom’s fear of home invasion (“Robbed”) to a “very special episode” with Dad and Son discussing the birds and the bees (or, as this all-star family puts it, the “Hawks and Hornets”).
“At State Farm, creating meaningful relationships with customers and providing them with real help when they need it isn’t just a job, it’s in our DNA,” says Patty Morris, State Farm Marketing Director, Brand Content. “The ‘Hoopers’ gives us a chance to demonstrate that in an entertaining way through the context of basketball. Even an all-star family can use an assist every now and then.”