State Farm Offices Sure Are Weird With the Teleporting Agents Constantly Vanishing

Another view of the 'Magic Jingle' campaign

Headshot of Tim Nudd

State Farm has been running the "Magic Jingle" advertising campaign for a while, in which customers are able to summon their agents out of thin air in times of crisis by singing the famous jingle: "Like a good neighbor, State Farm is there."

What's been left unspoken—until now—is how weird the scene must be back in the State Farm offices, with agents constantly disappearing while chatting with colleagues.

This new spot from Translation looks at the campaign from the latter angle, comically checking in on disappearing agents in State Farm offices across the country. The spot was directed by Roman Coppola, with longtime David Fincher cinematographer Jeff Cronenweth handling DP duties.

"There really are endless jokes to make and directions to explore with the concept of teleportation," Translation creative director Nick Sonderup tells AdFreak. "We knew the spot worked because there were just so many ways to execute it. On the surface, the idea that a State Farm agent will be there no matter when you need them is only one part of the story. When you consider what those agents might be in the middle of when you sing the jingle, and they're summoned to your side—that's when it clicked and we knew things could get really fun."

"It's also a response to the way the 'Magic Jingle' campaign has become part of culture," adds Patty Morris, State Farm marketing director of brand content. (Indeed, just look at all the "Magic Jingle" parodies on Vine.) "We've seen so many terrific user-generated parodies and creative ways of approaching the idea. We took the opportunity to rethink it ourselves, and the result was a completely fresh piece of creative that stays true to our original strategy."


Client: State Farm

Campaign Title: "State Farm Magic Jingle"

Spot Title: "Magic Jingle Disappearing Agents"

First Air Date: Jan. 10, 2015

Agency: Translation   

Founder, CEO: Steve Stoute

Chief Creative Officer: John Norman

Creative Directors: Nick Sonderup, Andy Grant

Art Director: Allison Bulow

Copywriter: Jameson Rossi

Partner, Strategy: John McBride

Director of Content Production: Miriam Franklin

Director of Business Management: Thalia Tsouros

Vice President, Account Director: Susanna Swartley

Account Supervisor: Sara Daino

Assistant Account Executive: Jake Thorndike

Producer: Andy Murillo

Junior Producer: Kristen Cooler

Production: The Directors Bureau

Director: Roman Coppola

Director of Photography: Jeff Cronenweth

Managing Director, Executive Producer: Lisa Margulis

Executive Producer, Head of Production: Elizabeth Minzes

Producer: Mary Livingston

Editing Company: Rock Paper Scissors

Editor: Carlos Arias

Assistant Editor: Alexandra Debricon

Post Executive Producer:  Eve Kornblum

Post Producer: Lisa Barnable

Visual Effects Company: The Mill

Visual Effects Artists: Gavin Wellsman, Jeff Butler

Visual Effects Executive Producer: Boo Wong

Visual Effects Producer: Colin Moneymaker

Audio Post: Heard City

Mixers: Keith Reynaud, Mike Vitacco

Executive Producer: Gloria Pitagorsky

Producer: Sasha Awn

Sound Design: Henryboy

Sound Designer: Bill Chesley

Executive Producer: Kate Gibson

Original Music: Beacon Street

Composers: Andrew Feltenstein, John Nau

Executive Producers: Adrea Lavezzoli, Leslie Dilullo

Media: OMD

State Farm

Marketing Director, Brand Content: Patty Morris

Advertising Manager: Troy Johnson

Marketing Analysts, Mass Media Brand Content: Christine Williams, Jeff Greeneberg

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: January 14, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT