State Farm is back on screens for the 2025-26 football season with a fresh campaign that reminds viewers that “close enough” isn’t good enough when it comes to protection — on or off the field. Developed by TMA, the campaign drives home the message that simply having insurance is not the same as having State Farm, and that fans — like policyholders — deserve the right team to rely on when it matters most.
The campaign features two high-energy commercials that combine humor, sports culture, and celebrity appearances to engage fans during one of the most-watched seasons of the year.
The first spot, “Trainer vs Trainor,” brings together pop star Meghan Trainor, Kansas City Chiefs quarterback Patrick Mahomes, and renowned athletic trainer Julie Frymyer. In the ad, Jake from State Farm explains that having Meghan Trainor isn’t the same as having a certified trainer — cleverly paralleling the idea that generic insurance isn’t the same as having State Farm’s trusted coverage. The commercial blends lighthearted banter with a playful reminder that the right team can make all the difference.
The second spot, “Captain,” introduces Detroit defensive captain Aidan Hutchinson, contrasting his leadership on the field with that of a literal sea captain. The comedic twist highlights the campaign’s core message: when you need someone to lead — in football or insurance — there’s no room for substitutes.
“Football season is one of the rare moments when the entire country gathers to watch,” said Alyson Griffin, State Farm’s head of marketing. “It’s the perfect stage for brands to shape culture. With this campaign, we wanted to combine humor, sports stars, and pop culture references to remind viewers that you don’t just want any coverage — you want State Farm.”
In addition to Trainor, Mahomes, and Hutchinson, the campaign also features Tennessee Titans running back Derrick Henry and Kansas City Chiefs guard Trey Smith, further strengthening State Farm’s ties to the NFL. Both spots premiered during the kickoff of the new football season and will run across broadcast, streaming platforms, and social media to reach a broad audience.
With this campaign, State Farm continues its tradition of blending entertainment with its brand promise, positioning itself as not just an insurance provider but a cultural fixture during football season.
