State Farm x Peacock & The Office

Like a good neighbor, State Farm is there for you in everyday life and tells you what you need to know. Sometimes it’s funny, and sometimes it’s heartfelt – but no matter what, it’s always helpful. Thanks to trusty and resourceful Jake from State Farm, you get honest and straightforward advice to help make informed decisions – something that is almost impossible to find in insurance.



In 2021, “adulting” for millennials – State Farm’s key audience target – became even more difficult with the brand-new ‘work from home’ dynamic across the country. State Farm, along with NBCUniversal’s streaming service, Peacock, helped audiences cope with this unexpected turn of events, in a humorous but empathetic campaign that both spoke to timely current events and drove awareness for Peacock’s exclusive streaming launch of The Office.



The Office, streaming’s #1 show and particularly ubiquitous to that key millennial audience, has long been known for its iconic docu-style and comedic tone. Peacock’s creative campaign with State Farm, shot in the show’s docu-style and tone, reminded viewers that while we may miss the office while working from home, we’ll always have The Office. The campaign was anchored in a custom :30 second “Confessions from the Home Office” vignette that organically wove Jake from State Farm into a hilarious home renovation gone wrong; and ran across NBCU’s extensive linear and digital portfolio surrounding the series’ much anticipated homecoming to Peacock (beginning on 12/28/20).



The vignette drove results for both the series and State Farm – driving brand relevance on social (+59% lift in social conversation for State Farm), increased search engagement during the campaign period, and improved likeability metrics. On the Peacock platform itself, the vignette was also distributed within Peacock’s topical Trending section (where it saw high view-through rates compared to the platform norm); plus viewers of The Office were targeted with contextual, thematic ad products for State Farm.