Jake from State Farm alongside Mark S from ‘Severance’ and newcomer Jamie S. Image source: State Farm
In an amusing new advertisement, the insurance giant known as State Farm brings together Jake, its iconic representative, with Mark S, a character portrayed by Adam Scott in Apple TV+’s hit series “Severance.” Interestingly, the character Mark has no idea who Jake is.
Apple’s advertising strategy is widely recognized for its quality cinematography and compelling narratives, particularly during festive seasons; however, their promotional endeavors extend beyond just seasonal ads. The tech titan often collaborates with carriers and retailers to market products like the iPhone along with other devices and services.
The latest spot shared by State Farm features Jamie S—newly severed—conversing with Mark on what’s termed the Severed Floor of “Severance.” In this scene, she watches a video where her external self (referred to as her “outie”) announces that she’s been cut off… specifically from her parents’ car insurance.
Fortunately for Jamie, navigating car insurance isn’t a solo venture. She calls upon Jake from State Farm using the familiar whimsical teleportation that these commercials are known for—which seems to humorously confine him in this bizarre scenario.
This brief ad may appear trivial at first glance; it primarily serves to strengthen brand recognition without any evident promotional offer beyond directing viewers to a landing page.
This collaboration isn’t novel territory for Apple; they have previously teamed up with other businesses for marketing purposes—most notably during an earlier campaign that also involved an insurance company named Lemonade promoting Apple’s animated feature “Luck.”
While the ad related to “Luck” is still accessible on YouTube—as mere excerpts rather than any scripted content—the promotion aimed solely at elevating interest in that project.
In contrast, “Severance,” already boasting ranking as Apple’s most-viewed series (even surpassing the popularity of “Ted Lasso”), stands out significantly. This ad provides dual visibility; while most individuals recognize Jake from his long-standing role in assurance services—even if unaware of his significance within Hollywood—not everyone has been exposed to “Severance,” acknowledging a prime opportunity within this quirky partnership.