http://www.youtube.com/watch?v=R-5deds-ByU
In this State Farm commercial featuring Lebron James, state farm feeds off of peoples' love for sports. It shows Lebron James acting like an average Joe, day dreaming of being something different. In this case a great pro-football player. It depicts James using his natural ability to dominate yet another sport and the audience is found laughing enjoying James using his basketball skill in another sport. Just as James has reached the pinnacle of his dream, winning the Superbowl, he is awoken by a State Farm agent. The State Farm agent reminds him to get on the bus and not to miss the game. James thanks him and walks away saying "When I'm there for the best day of the week, State farm is there."
State Farm is incorporating the fourth of the fifteen basic appeals according to Fowles in the commercial. State Farm first has James connect to the audience by having a fantasy of playing for his home town football team, this allows him to be welcomed as another typical man lost in his dreams. Now that they have connected the star to the audience they can allow James to be the leader and guide them to the point. James has another human moment of almost over-sleeping until the State Farm man wakes him up, insinuating that state farm will always be at your side, for even the simplest of things. Even having the agent being an old black man played a role in the sell of this pitch. The agent is supposed to resemble a father figure and give the aura of parental protection to the still young but grown James.
The State Farm commercial also has a characteristic that Williams would not have agreed with. The commercial has to do nothing with Home, auto, or life insurance. State Farm is just using sports as a method to connect to the public, as if to say well if State Farm supports football they are ok in my book. State Farm gave no useful information or told us anything of what they do as a company, yet it is seen as a successful commercial.
The State Farm commercial does a very good job of attracting attention by meshing a world superstar and America's most popular sports. Although, it did not give any information directly about themselves it did get their name into conversation.
Joshua Torres
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