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State Farm® Launches New Asian Creative Across Multiple Channels

Date: Aug 14, 2018


NEW YORK, NY – AUGUST 14, 2018 – This summer, State Farm is releasing two new spots targeted at the growing U.S Asian market. Smart Living and Intuition, tell humorous stories that are built on cultural insights around Asian Americans’ tech savviness and family dynamics, featuring real State Farm agents as cast members. Along with broadcast, the creative is running in English and in-language across Asian print and digital platforms with the intent of generating positive associations that reach a wide demographic of Asian Americans.

Smart Living, features a spooky twist that raises the question, “Can a Smart Home be too smart?” Smart living is also a way of life for most Asian Americans, who are among the first to embrace and adopt new technology. In the spot, a voice-controlled device, SAL, is a menace to an Asian American couple as he masterminds a series of comedic accidents. But with State Farm agent Amy on their side, the couple knows that State Farm is here to help life go right.

Intuition takes the familiar story of parents-know-best and gives it a humorous Asian Indian cultural perspective. When parents come visiting, their advice doesn’t always get the most enthusiastic response. In the spot, the parents’ advice leads to comedic results and even unwanted accidents, but State Farm agent Anu has their back when things go wrong and is there to help life go right. The spot will be released on September 3rd.

“We are always looking for ways to build meaningful relationships with multicultural consumers through cultural insights,” said Ed Gold, Advertising Director, State Farm. “This creative work strikes a balance of providing information while recognizing and respecting cultural nuances.”

José Suaste, Executive Creative Director at fluent360, State Farm’s multicultural marketing agency in partnership with Admerasia, added, “We really wanted humor to drive these stories through a way in which our audiences could completely see themselves.”

“A fundamental part of the creative process was getting the team to write simplified scripts that allowed the talent some improvisational freedom. I’m really pleased with the final edit, but even the outtakes are hilarious,” said Jeff Lin, Co-founder, Admerasia.

About Admerasia:

Since 1993, Admerasia has helped forward-thinking brands grow their businesses in the Asian American market and beyond. Our goal is to spark conversations between brands and customers that create diverse and compelling true stories. As an independent agency, or as part of a total market team, we provide our clients a direct line to share and adapt their story for diverse, influential and tech-forward communities. Admerasia works closely with its Omnicom partner, fluent360 to develop strategy, conceptualization, and executions for clients. For more information about Admerasia, please visit

About State Farm®:

The mission of State Farm is to help people manage the risks of everyday life, recover from the unexpected, and realize their dreams. State Farm and its affiliates are the largest providers of auto and home insurance in the United States. Its nearly 19,000 agents and approximately 65,000 employees serve approximately 83 million policies and accounts – approximately 81 million auto, fire, life, health and commercial policies and approximately 2 million bank accounts. Commercial auto insurance, along with coverage for rentersbusiness ownersboats and motorcycles, is available. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 36 on the 2018 Fortune 500 list of largest companies. For more information, please visit

Doris Huang