But, as Adweek’s Bill Bradley has noted, Travis Kelce jersey sales and Instagram followers are up. The effectiveness of Campbell’s Chunky Soup ads featuring Travis, Jason and Donna Kelce—one in which the brothers’ arm-wrestling contest interrupts their mother’s book club, and another in which Travis taunts Jason with a new ringtone mentioning his two Super Bowl titles—has also increased.

And Jake was already familiar with at least one Kelce. In State Farm’s TMA-produced campaign to open the NFL season, the insurance company continued pairing Jake with Chiefs quarterback Patrick Mahomes, but expanded State Farm’s reach within the Chiefs organization to include both Travis Kelce and coach Andy Reid. 

In the lonely days before “Traylor,” State Farm rolled out ads featuring Mahomes trying to convince Kelce to change his name to “MaAuto” so they could become “the best ‘home and auto’ bundle in the league.” A week after that ad aired during a Chiefs game against the Jacksonville Jaguars, Taylor Swift made her first Kelce-related appearance at a Chiefs game.

The NFL season got much more interesting for State Farm after Jake met the rest of the Kelces at the Eagles game. State Farm’s online searches were 15 times greater than they were a week before. Data and analytics firm EDO noted that shots of Jake and the Kelces from the initial broadcast had the impact of 30 standard prime-time ads and 172 cable ads.

When NBC replayed Jake’s appearance during a Sunday Night Football callback, EDO said it was equivalent to handing State Farm 300 standard prime-time ads or 1,758 cable spots.

“You always hope people will react the way you imagined, but to see the result in both the coverage and the hard metrics is hugely relieving,” said George Dewey, co-founder of Maximum Effort. “We like going out on a limb, but when we bring clients there, we want to see their bravery rewarded.”