One ad suggests bundling insurance like a fast-food combo meal, while another tries to turn “bundling home and auto” into the Chiefs’ new locker room mantra.
A third spot, which makes its debut Sunday when the Chiefs play the Jacksonville Jaguars, features Mahomes trying to convince Kelce to change his last name to MaAuto to become “the best ‘home and auto’ bundle in the league.”
While the ads will air on broadcast, streaming, digital and social media, State Farm is turning to media partners including Whistle Sports, Bleacher Report, DraftKings, the Big Ten Network, ESPN, Spotify and Wave Sports + Entertainment’s New Heights with Jason and Travis Kelce to outflank its NFL competitors.
Progressive
Insurance companies are not letting Nationwide’s NFL sponsorship go unchallenged.
For the second year in a row, Progressive is rolling out its “Replay” campaign with four 15- and 30-second TV spots. Its kickoff spot, “Game Plans” featured a daughter throwing a red challenge flag to dispute her mom’s assertion that she would “love to” watch a football game at another parent’s house.
A Progressive official brings in a screen to prove that, yes, the mother in question really did say that her potential football hosts “never stop talking,” but that’s apparently just the beginning of such challenges this season. Progressive promises that football players and throwback music acts will get involved as the season wears on, with the company countering that its savings on bundled insurance can’t be challenged.
Smirnoff
Diageo’s Smirnoff is entering its third year as the official vodka sponsor of the NFL, and it’s mixing things up a bit for the 2023 season.
Its new “We Do Game Days” campaign with actor Anthony Anderson looks at the traditions, rituals and superstitions of NFL fans, with Smirnoff pouring a different cocktail for every team. During Week 1, Smirnoff gave 21 fans free Smirnoff cocktails on game days for the entire 2023 NFL season based on the coin tosses ahead of the first week’s games.