State Farm took Arnold Schwarzenegger and Danny DeVito to the Super Bowl, and may have created the movie industry's first stunt speaker in the process.
After giving up broadcast spots to capture younger viewers on TikTok in 2022 and in the Metaverse during games last year (mainly because the company's brand was already at State Farm Stadium in 2023), the insurance company returned to Super Bowl 58, winning a 60-second spot at the last minute. Second quarter.
But there's a problem.
Created in partnership with Highdive and supported by OMD, Optimum Sports, The Marketing Arm, Infinity Marketing Team, and FleishmanHillard, the ad features Schwarzenegger as the star of the company's new Agent State Farm action clip. However, he is famous for dropping the letter R when speaking.
State Farm's motto, “Like a good neighbor, State Farm is there,” is balanced by one of the solidest R's in American English. How they manage to sell a single policy in much of New England remains a mystery, but hearing Schwarzenegger reduce the keywords in his motto to “neighbaaa” tells me the company can't stand it. .
State Farm's Jake tries to get Eliza Dolittle, played by Schwarzenegger, to play Henry Higgins, but the State Farm-approved elocution doesn't work. A particularly stubborn director pushes ahead and suggests changes to the script after Schwarzenegger's dialogue includes multiple references to “The Neighbor” and an example of a woman in labor.
The next time Schwarzenegger attempts this line, he is saved by Danny DeVito, a colleague who has saved him from on-screen trouble before. Oh, did you think he was a bunch of leftover cells and DNA played for laughs in 1988's “Twins” or Schwarzenegger's cop caricature in 1993's “The Last Action Hero”? Who is the animated character that saved you from death? Who gave birth to the pregnant Schwarzenegger's baby (and convinced her to have the baby in the first place) in 1994's Junior? Late 20th Century , DeVito was Schwarzenegger's comedic fixer.
DeVito, who has been saying “male” for more than 10 years in “It's Always Sunny in Philadelphia” and has become accustomed to hard R while directing and starring in 2002's “Death to Smoochie,” casually plays Schwarzeneg. He inherited many of his mottos from Gar. DeVito's “backstabaaa” is a pop-state that wants to further solidify his slogan in culture.He becomes a traitor to save the farm from crisis.
