LeBron James Steps Up for State Farm
Cleveland Cavaliers star LeBron James is in the spotlight of a State Farm Insurance ad that will run during NBA games on TNT and ESPN, and virally all over the Web.
The spot debuted on both networks during the first night of the regular National Basketball Association season last night. Along with impressions from those screenings, State Farm is expecting the James video to jam on a lot of sites, including its own YouTube channel.
“We need to be conscious of the viral effect of what we do,” said State Farm spokesman Rich Pingeton, who indicated the company expects the spot to get legs online.
James is shown in the spots with a friend whose car has been broken into and is incredulous that his friend doesn’t know the incident is covered by his insurance. Translation Agency produced the spot.
State Farm struck a multi-year deal with James in January, based on his high profile and his appeal among young NBA fans. “He resonates well with that,” Pingeton said.
“He resonates well with that [group],” Pingeton said.
State Farm’s target demographic is the traditional 18- to 49-year-old group, but James’ appeal is strongest with the younger end of that spectrum.
State Farm is exploring the prospect of James appearing for the company in future NBA ads.
“We’re still feeling that out. There’s still some flexibility there,” Pingeton said.
As the top player of the title contending Cavaliers, James figures to maintain his high profile throughout the current campaign.
James has also been a spokesman for State Farm’s online Million Pound Challenge to engage Web surfers for its weight loss campaign aimed at combating obesity.
