STATE FARM: DIRECT RESPONSE TV SPOT
State Farm was launching a new product, called Drive Safe & Save. Essentially, this device would track your driving habits and determine how much coverage you'd actually need/use.
Since the product itself was still in the final stages of design, we didn't have a prototype to show—in addition to having just under 60 seconds to explain how this brand new technology would provide a benefit to drivers. The idea for this spot finally hit me while I was on a Costco run with my mom, and I asked her, "Who actually needs a drum of mayonnaise?" Her response? "People who really dig chicken salad, I guess."