By Barry Janoff
December 26, 2015: State Farm has complied an ensemble of NBA stars and envisioned them as a modern American — sometimes dysfunctional, usually comedic — family, The Hoopers.
The Hoopers features Chris Paul (Dad), his teammate on the Los Angeles Clippers DeAndre Jordan (Mom), Kevin Love (son) of the Cleveland Cavaliers, Kevin Garnett (Grampa) from the Minnesota Timberwolves and Damian Lillard (baby) of the Portland Trail Blazers.
They all will appear in multi-platform campaign throughout the season, anchored by five spots, which "demonstrates the value of receiving help from a State Farm agent during every stage of life."
The new integrated campaign includes five broadcast spots, print, digital, social, broadcast integrations and partnerships and in-arena activations.
For those so inclined, exclusive merchandise such as The Hoopers T-shirts, fanny packs and mini-basketballs are for sale on a dedicated Web site.
Lead agency is Translation.
The Hoopers is a follow-up to State Farm's "Born to Assist" multi-platform umbrella campaign, which ran for three seasons, and featured Chris Paul and his "long-lost twin, State Farm agent Cliff Paul; as well as Lillard, Stephen Curry, John Stockton and Sue Bird, along with their respective faux twins.
“At State Farm, creating meaningful relationships with customers and providing them with real help when they need it isn’t just a job, it’s in our DNA,” Patty Morris, marketing director, brand content for State Farm, said in a statement. “The ‘Hoopers’ gives us a chance to demonstrate that in an entertaining way through the context of basketball. Even an all-star family can use an assist every now and then.”
State Farm this week has unveiled a second campaign featuring Paul and quarterback Aaron Rodgers of the NFL's Green Bay Packers doing trick shots with Dude Perfect.
In an extended launch spot, Paul makes baskets in a hoop that rotates 360 degrees and Rodgers hits various targets (moving and otherwise) with a football. In addition to selling insurance, this multi-platform effort will benefit The Chris Paul Family Foundation and Rodgers' The MACC Fund.
The inaugural spot, “Meet The Hoopers,” sets the humorous tone by taking on sitcom and movie families while showing the ways the fictional Hoopers family receives assistance from their neighbor, a State Farm agent.
Typical banter includes Jordan, known for his notoriously bad foul shots, offering, "My cooking is as good as my free throws."
In "Robbed," Mom has a fear of home invasion. Jordan cries out, "We've been robbed. They took my rings." Paul, in real life Jordan's teammate on the Los Angeles Clippers — which have not won an NBA championship ring, — says, "You don't have any rings." Grampa Garnett, who won a championship ring with the Boston Celtics, kisses the ring on his finger and comments, "Sure don't."
In the third spot, Dad Chris Paul comes into son Kevin Love's room and offers to put him on the family's drivers insurance plan, but only if Love, who has been acting "Cavalier," learns about the “Hawks and Hornets."
“The Hoopers” is the first marketing campaign since State Farm renewed its alliance with the NBA.
The insurance firm said this campaign would also be the first to be integrated with a new digital platform, the State Farm Assist Tracker, which is located on the NBA's Web site and is "dedicated to monitoring the total number of assists generated during the season."
Throughout the regular season, the Boys & Girls Club of America will receive $5 per assist.
During the NBA All-Star Game 2016 this February in Toronto, the organization will receive $1,800 per assist (in honor of the 18,000 agents State Farm has across the country).
State Farm and NBA said they would provide matching funds for all donations.
NBA, Partners, Unwrap Holiday Marketing, Merchandise, Media
State Farm Born To Assist With Paul, Curry, Lillard, Bird, Stockton
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