Ad Nauseam: State Farm on the Humiliation of Biking to Work
Drop what you're doing, click the "play" button and enjoy 30 seconds of outstanding car culture courtesy of State Farm.
The Scene: An African American actor with a shaved head, conservative gray suit and slightly stiff demeanor asks, "Where can you find me? At the intersection of gas prices can not get any higher and guess what? Gas prices just got higher."
Jangly rock music is playing in the background. The camera pulls back and we see he's standing in the parking lot of an anonymous corporate office building in Any Suburb, USA. Instead of suit pants, he's wearing bright red spandex shorts, dark dress socks pulled up mid-calf and white sneakers. He looks ridiculous. And he's standing next to a bicycle. Adding a surreal touch to the whole thing, he is also standing on a bright red circular carpet.
"You know that place where you're swapping four wheels for two?" He looks down at his own outfit with an apparent sense of resigned humiliation. "Oh, man, I'm there."
Editor's note: Yeah, I know that place. It's called a city. I actually really like that place, especially in the spring time when everyone is getting back on their bikes and it's like a Critical Mass ride every morning on Dean Street in Brooklyn. Anyway...
Text rolls across the screen letting us know that State Farm can save us $369 a year. A voiceover says, "State Farm can get you back behind the wheel by saving you hundreds on car insurance. And you can pay your way with a plan that fits your budget. Call, click or visit and start saving your way. Like a good neighbor, State Farm is there."
Then the kicker: As the poorly dressed bike commuter fiddles with his equipment a female coworker walks by and says, "Nice pants, Jim." His voice dripping with irony, Jim replies, "Thank you, Sheila."
Analysis: Biking to work -- the humiliation! But not really. This advertisement is actually highly subversive. The actor is so stiff and unconvincing, the commercial almost feels like a hostage video. The poor guy is reading his lines straight into the camera but he doesn't really seem to believe what he's saying. And that bizarre red carpet he's standing on -- it fully eliminates any sense of verité. It confirms that this is scripted, staged and not necessarily to be believed.
Meanwhile, on the subliminal level you're looking at Jim's legs and body, just like Sheila the coworker was doing as she walked by, checking him out. Yeah, he's dressed like a freak but he is also extremely fit, athletic and healthy. Sheila's teasing him but that's because she thinks Jim is hot. The idea flickers across your medial prefrontal cortext, that part of the brain the neuromarketers are always trying to get to, Hey, maybe I could get fit and healthy by biking to work like Jim. For $369 a year and whatever gas money I'd save by not driving I could buy a really nice bike. Until this State Farm ad interrupted the ballgame I was watching on TV, it never even occurred to me that I could bike to the office park.
"Start saving your way." And thus idea is implanted: I'm going to start saving by biking to work every once in a while. Thanks, State Farm.
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Does anyone remember some years back, before the explosion of transit ridership, commercials for other industries featuring people riding trains? I distinctly remember a car commercial with people on a train.
Comment by Larry Littlefield — April 3, 2008 @ 12:28 pm | Link
Nice post Aaron. Possbiliy a subversive message might be conveyed by this gratuitous swipe at bicyclists. What strikes me is this modern-day wage slave scraping to save $369 a year (that's about $2.00 per weekday) on commuting costs so he can give it to the oil, car and insurance companies. Car = freedom!
Comment by BicyclesOnly — April 3, 2008 @ 12:31 pm | Link
Ha - I immediately thought of streetsblog when I saw this commercial yesterday. ("those guys are going to have a field day with this!"... even though I didn't get the same warm-fuzzy 'I should bike to work!' vibe from the ad)
Comment by dens — April 3, 2008 @ 12:43 pm | Link
If they're touting $369 in savings, how much does insurance cost?
I keep getting these calls and junk mailings asking me if I'm paying too much for auto insurance. It's always a very satisfying reminder that, no, actually, I'm paying just the right amount for auto insurance.
Nothing.
Comment by vnm — April 3, 2008 @ 12:50 pm | Link
Re junk insurance mail, you can always tape the business reply envelope in those to a brick and mail it back.
Comment by Shemp — April 3, 2008 @ 12:57 pm | Link
Admittedly, I might be reading a little too deeply with the bike-to-work analysis.
Comment by Aaron Naparstek — April 3, 2008 @ 12:59 pm | Link
Presumably there are people who own both cars and bikes. They are free to take their auto-insurance business elsewhere. Just a suggestion!
Comment by Mark — April 3, 2008 @ 1:01 pm | Link
I agree with Aaron. That guy looks cool.
Comment by Car Free Nation — April 3, 2008 @ 1:16 pm | Link
Let State Farm know what you think:
https://online.statefarm.com/apps/contactSF/pages/commentsSuggestions.asp
Here's what I said:
"I would like to express my disgust at one of your current auto insurance commercials, where a businessman in a suit and bicycling shorts complains that he can no longer afford to drive to work and must bike instead. To mock and ridicule people who bike to work is really a shame. It's exactly what more people should be doing, for a wide variety of reasons."
"The ironic thing about the commercial is that by ridiculing a portion of the population, you are also turning potential customers AWAY. I am a daily bike commuter, as are many of my friends. I wear my business clothes and do not look ridiculous. In addition to bicycling, however, I also own a car, which I just happen to have insurance for. I may have considered switching my insurance to State Farm, but after this commercial there is no way I would even think about it."
Comment by Charlie D. — April 3, 2008 @ 2:57 pm | Link
The ad was probably done by a couple hipster creative guys who ride retro bikes and thought this was the equivalent of writing "sex" in the ice cubes. Hence the spandex.
But what's up with the round red carpet. It's like they were using it for his mark and forgot to take it out of the live shot.
Comment by Eric — April 3, 2008 @ 3:00 pm | Link
By the way, nice to see a new "Ad Nauseam" post.
I sure miss those homemade Chevy Tahoe commercials. Those were the days.
Comment by Eric — April 3, 2008 @ 3:01 pm | Link
I sent them a note myself. I have a term-life policy with State Farm, and (as I pointed out), my chances of collecting on it were lowered by my good health brought about by biking to work.
BTW, if they're trying to get crossover life insurance business, where's the guy's helmet?
Comment by Dan o — April 3, 2008 @ 3:04 pm | Link
I thought the lady passing the cyclist saying "Nice pants, Jim" was not suggesting she found him sexy. There was a snicker in her voice and this was clearly a sarcastic remark.
And the cyclist responded with resignation at having to put up with it.
No, this was definitely a pro-car ad putting down the guy bicycling to work.
Comment by Martin Pion — April 3, 2008 @ 3:28 pm | Link
Great idea, Charlie D. I just registered my complaint as a long-term State Farm policy holder.
Comment by Brad Aaron — April 3, 2008 @ 3:32 pm | Link
I switched to Sate Farm from Geico and saved a boat load of money to buy a new bike.
Comment by Pierre — April 3, 2008 @ 4:09 pm | Link
Yeah that woman was definitely making fun of him. It was the kind of snicker I used to get walking thru the halls of my office when I would ride to work still having my shorts on.
I have a pretty thick skin, but never appreciated my idiot co-workers making light of my riding a bike.
Comment by Gargamel Tralfaz — April 3, 2008 @ 5:40 pm | Link
I just Saved a Bundle on my car insurance I switched to Shimano! Yes I routinely commute to work by public transit and BICYCLE. This keeps my mileage for insurance below 5k a year thus lowering my insurance rates. Luckily my car insurance is not with a company like State Farm. I would change my insurance company immediately!
Comment by Steve Ardrey — April 3, 2008 @ 11:09 pm | Link
Canceling my car insurance was one of the best days of my life. They begged me not to and told me I would be punished with higher rates some day.
Sold the car. Don't need to insure it. Suck on that.
We are a threat to these jokers.
Of course they are biting back.
Screw em. All y'all car insurance people need to go find honest jobs. Your days are numbered.
Comment by brian — April 3, 2008 @ 11:37 pm | Link
This is interesting -- I use State Farm for my homeowners' insurance and have found them to have by far the best and fairest policy. They covered all kinds of things no one else would, and every year I don't make a claim, my insurance actually goes DOWN. Since I have never filed a claim, my insurance now is hundreds of dollars *less* a year than it was five years ago when I first bought my house. No other insurance company I found would do this.
But as soon as I signed up I started getting annoying mailers from them inviting me to get auto insurance, even though every May I bike over the hill and pay my bill at my agent's office in person -- which, truthfully, they love. When I got the first solicitation I called his office and said, remember me, the woman who pays her bills by bike, please save yourselves some money and take my name off the auto insurance list since not only do I not own a car, I don't even have a driver's license. They gladly took me off the list and that, I thought, was that.
But just yesterday I got another letter from State Farm asking me to buy car insurance. When I called my agent again, she said, Oh, we have you down here as "Do not send", this must have been taken over by some higher office which we can't control. There is clearly a marketing push by the higher-ups at State Farm to get more people to buy car insurance.
I'm definitely going to write them a note saying, you are a great company, but this shows very bad judgment. Maybe we can get them to pull that ad AND stop sending out obnoxious solicitation letters. Stop pushing car addiction and save a few trees to boot.
Comment by Katherine Roberts — April 4, 2008 @ 12:34 am | Link
This ad presents the option of riding a bike to work (instead of driving) as an emasculating, humiliating, experience - which will leave you struggling with a bike lock outside of work while your car-driving coworkers breeze by.
The skinny pants are meant to show how vulnerable men's genitals will be if they dare to use their bike to get around.
For an alternative to this type of imagery, there is a Michelob commercial and a New Belgium Brewery Commercial worth checking out.
"Alternative Fuels" by Michelob:
http://www.youtube.com/watch?v=kLl5y9RZI7c
"Follow Your Folly" by New Belgium Brewery:
http://www.youtube.com/watch?v=pnFdEQe8VxM
I think it is sort of a wash with this Madison Avenue advertising stuff. The tide of history is moving away from auto-centric consumerism.
They can play off of our insecurity to keep people driving or use our desire to be identified as "free" people to sell us stuff they associate with bikes. Either way, bike-themed consumerism is only going to grow in the coming years.
Comment by ubrayj02 — April 4, 2008 @ 1:34 am | Link
I have state farm homeowners too.
The odd thing is that the poor fool who can't afford to drive to work seems to be riding a ti-carbon frame bike that wold cost very big bucks. And what's with the African American guy? Is there some sort of racial profiling going on?
The bad side is that the commercial isn't even clever, just smarmy and creepy.
Comment by roberto — April 4, 2008 @ 2:43 am | Link
Ah yes, once again we see the easily offended cyclists. Oh no, they're making fun of us !! If you're that insecure about a television commercial, I shudder to think how you're getting along in the real world.
Comment by Unregistered Coward — April 4, 2008 @ 9:38 am | Link
It's not the cyclists who are insecure, Unregistered. This ad shows pretty clearly that it's the automobile-industrial complext that's feeling insecure right now. They are so insecure they have to resort to grade school mockery as in this ad.
Comment by Davis — April 4, 2008 @ 9:46 am | Link
This ad shows another reason why it would be good if more cyclists started wearing normal work clothes while riding. It would help make cycling more of an everyday thing, not something that you have to get dressed up in different clothing to do. The ad is a gratuitous swipe at cycling as transportation, and revealing about how foreign the idea is of bicycling to work is for most people. But it's also a sign that there is an opportunity for cyclists to blend in more with his fellow commuters.
Comment by Alex Marshall — April 4, 2008 @ 11:13 am | Link
I can't believe these blogs! I work for State Farm and I'm highly offended at how many people think we're "out to get you to buy auto insurance." What about Geico advertising all over the place...is that a "conspiracy?" Guess what, LOTS of us that work for State Farm have bikes and ride them often! The commercial isn't AT ALL mocking people riding their bike to work or as sadly as one person implied "racial profiling or emasculating" ...let me explain it to you since you've CLEARLY lost site of what's up...it's about how life changes and you go through ups, downs, modifications, set backs, promotions, successes, failures, joy, sadness, responsibiliy,etc. It's about REAL LIFE and letting you know that at State Farm we ARE THERE for you in whatever place YOU'RE at in life! Move on!! You are reading FAR too much into a commercial!!
And thank God for the agents (who one of you implied need to find "honest jobs") asking people to buy higher limits of liability so that if you are hit by a car while riding your bike, YOU might not be bankrupt from it!
Comment by Linda Horton — April 4, 2008 @ 1:38 pm | Link
"I just saved a bunch on my car insurance by switching to Shimano!"
Comment by Moo — April 4, 2008 @ 1:42 pm | Link
I’m sorry this commercial offended anyone. State Farm has been a supporter of bicycle safety through the thousands of bicycle rodeos we’ve held for children throughout the US and Canada, and we are open to discussion about how State Farm may be able to work with the bicycling community in the future.
This advertisement is part of an overall campaign where we attempt to capture consumers talking about points in their lives. Our intention is to recognize and empathize with these everyday challenges, and provide ways State Farm can help.
State Farm is also very concerned about doing what we can to improve health, safety and the environment in our communities. If you'd like more information on what we’re doing, go to statefarm.com.
To View the overall ad campaign please go to: http://www.youtube.com/profile_videos?user=statefarm
Tim Van Hoof
Director of Marketing Communications
State Farm
Comment by Tim Van Hoof — April 4, 2008 @ 2:02 pm | Link
I think Sheila's just jealous of Jim 'cause he's got the best parking spot in the whole office park.
Comment by INEPTA — April 4, 2008 @ 2:23 pm | Link
Don't worry Tim, I'm not offended.
You know what they say about publicity -- "just spell my name right."
Perhaps next commercial could show that bicycles are covered by the homeowner's policy, if in fact they are.
Comment by Larry Littlefield — April 4, 2008 @ 2:24 pm | Link
Tim,
Thanks for posting.
Not sure what you guys could do in the future at this early point, but we have plenty of videos at www.streetfilms.org you might want to check out to get an idea of the positive change we are trying to inspire.
Clarence Eckerson Jr.
Director of Video Production
www.streetfilms.org
trorb@earthlink.net
Comment by Clarence — April 4, 2008 @ 2:53 pm | Link
Perhaps State Farm should get a bit wiser and consider the bicycle insurance market. Liability, medical and theft would be great things to have, as well as "uninsured idiot motorist" coverage.
Comment by genec — April 4, 2008 @ 2:53 pm | Link
I don't consider myself a hunk, especially at 54 years old, but I rode into work today, as usual, and one of the women I work with commented "nice calves, Khal". Guess I should get back in my car and grow a proper gut, eh? Maybe raise my cholesterol and blood pressure while I am at it. Idiotic ad from State Farm.
Comment by Khalil Spencer — April 4, 2008 @ 10:51 pm | Link
By the way, the Fat Tire ad is great. Brought tears to my eyes after 29 years of bike commuting. Thanks, ubrayj02
Comment by Khalil Spencer — April 4, 2008 @ 10:59 pm | Link
This sight is obviously not for the true cyclist. The true cyclist would be training for the next seasaon of racing as State Farm is sponsoring the team. The true cyclist would be out enjoying the raod with their child who just went through a State Farm bike safety rodeo. The true cyclist would be helping their friend or family to find a cure for aids or breast cancer by collecting donations from their local State Farm agent as they ride for the cure. The true cyclist enjoys safer roads since State Farm donates millions of dollars to make our roads safer. The true cyclist rides with peace of mind as they have met with their State Farm agent and know they and their family are covered in a time of need. State Farm is there for all of you out there weather you are insured with us or not. Please get a sense of humor, in the add the guy on the bike does not want to cycle to work but in our economy today people are having to make decisions that are not easy and we at State Farm understand and are there for you.
Comment by kelly — April 5, 2008 @ 2:24 pm | Link
Well, then I don't want to be a true cyclist. I'm not a racer, and I'm more concerned about getting cars off the road because they kill more people than AIDS or breast cancer. State Farm's donations may contribute to road safety, but their advertising takes away from safety.
I guess I'll be a fake cyclist, not training for anything, just riding to where I need to go and teaching my son to ride.
If State Farm were really there for cyclists, they'd show an ad that gives Sheila her comeuppance for making fun of Jim.
Comment by JF — April 5, 2008 @ 4:21 pm | Link
Wow, some angry people out there. Move on. The guy from State Farm already said it wasn't intended to offend anyone. Another State Farm person explained all that State Farm does for road safety, bike safety and donating to much bigger causes than a bunch of bored cyclists with their nose out of joint. Kind of embarrassing for the rest of us that enjoy cycling and driving. I have State Farm and know a friend that almost lost his house because he was riding a cycle, but walked across the street as a pedestrian and was hit by a STATE PARK in AZ truck. About 6 months later his wife went in to meet with their new State Farm agent to review their policies and the State Farm agent saved their financial lives by knowing that there WAS coverage from his CAR insurance. State Farm paid over $160,000 to this family for my friend's injuries and even some loss of income so they didn't lose their home while the family continued litigation with the State. Pretty impressive and he wasn't even IN his car!
Comment by Lisa — April 5, 2008 @ 5:48 pm | Link
Looks like State Farm's crisis management PR team has found Streetsblog.
Comment by Davis — April 5, 2008 @ 6:24 pm | Link
I think Lisa has commented here before. And if Kelly is in State Farm public relations, they should look at hiring a new firm. Arguing with people does not diffuse a crisis.
They maim, they kill, then they patronize. It's no wonder we want private autos and their insurance out of this city.
Comment by Doc Barnett — April 5, 2008 @ 7:02 pm | Link
One of the reasons I got insurance with Farmers was not only that I liked their service, terms and premium, but also they were the only insurance not punishing me for being a foreigner moving to the USA and paying crazy rip-off premiums while I had a good driving record in The Netherlands. They actually accepted my driving record, so I immediately went to the lowest premium level and pay only $30 a month for my Prius; $22 for my electric S10 and $14 for renters insurance with more than the minimum liability.
The premium depends on the expected nr of miles per year, so it pays to cycle!
Comment by Cor van de Water — April 5, 2008 @ 11:40 pm | Link
To Lisa and everyone saying "get over it:"
Most people commenting are NOT offended because THEY'RE cyclists.
People are angry because bicycling, which has very little negative impact on the environment and humanity, is derided in the spot as something less desirable than driving, which is one of the most environmentally destructive things humans have ever come up with. People are angry because the ad perpetuates the destructive notion that driving is a good thing to aspire to.
Comment by ddartley — April 6, 2008 @ 2:14 pm | Link
I am car free and I am a renter. Why must I own a car in order to get uninsured motorist coverage?
State Farm, I want to give you my money! I want to be covered if an uninsured motorist runs me down when I am traveling on my bicycle!
Be a good neighbor and pioneer such coverage in the USA!
I am this intersection: I must either buy, register, and store a car that I will never use or buy a home in order to get insurance coverage from a potential financial calamity simply because I travel on public roads by bicycle. Is State Farm there?
Comment by ChipSeal — April 6, 2008 @ 10:19 pm | Link
The comments about insurance coverage are right on. I got hit earlier this week (not bad, I'm ok) and after talking with my insurance I learned that if the driver was not insured or if they fled the scene, then my auto insurance would cover medical costs but not bike damage. If my bike is stolen, my renter's insurance would cover it. They also do not have any coverage that would include damage to my main form of transportation.
Comment by Matt@TMW — April 7, 2008 @ 1:41 pm | Link
If they are running adds like this it must mean they are losing business to people switching to bicycles and trains. That's geat! Screw the big insurance and oil and car companies, sell your car and ride a bike... it is so much more relaxing and healthy, and it won't cost you a cent once you get the bike.
Comment by Julie — April 9, 2008 @ 12:36 pm | Link
Nice legs, Jim! I hope your office has a shower like mine. Springtime bike commute rocks. I passed ambulances and fire trucks stuck in the 3rd Ave. parking lot this morning.
Comment by evan — April 10, 2008 @ 10:09 am | Link
We are about to ask State Farm to partner with us on Pace Car, a program where drivers sign a pledge to drive the speed limit making the streets safer for themselves and everyone around them. Perhaps they can offer discounts to Pace Car drivers as I've rarely heard "going too slow was a factor in the accident" Here's hoping.....
Greg Cantori
President - One Less Car
Comment by Greg Cantori — April 10, 2008 @ 10:27 am | Link
As I mentioned in an earlier comment, I am sorry the advertisement offended anyone. Our intention with this particular ad was to recognize and empathize with the everyday challenge of high gas prices, and suggest that State Farm could help by providing lower auto insurance rates than a person may be receiving from their current provider.
But clearly we have heard your concerns. In fact, we take very seriously each letter, email and blog comment we receive.
During the past few days, I discussed the perception of this advertisement with others at State Farm, and we decided the right thing to do would be to discontinue it. We will remove this ad as quickly as possible from the current rotation schedule.
Please know that State Farm is very concerned about doing what we can to improve the health, safety and environment in our communities.
For example, in numerous states, employees can earn up to $1.50 a day by ridesharing, walking, or riding a bike to work. We also have more than 1,200 employees participating in van pooling throughout the country.
State Farm has also been a supporter of bicycle safety through the thousands of bicycle rodeos we’ve held for children throughout the US and Canada. We remain open to discussion about how State Farm might partner with the bicycling community in the future.
We value direct consumer input as we make decisions about our advertising messages and safety programs. As a mutual company with no stockholders, we work hard to be good stewards of our policyholders’ money.
For more information about State Farm, go to statefarm.com http://www.statefarm.com/about/csr/csr.asp or talk to a local State Farm agent.
Thank you,
Tim Van Hoof
Director of Marketing Communications
State Farm
Comment by Tim Van Hoof — April 10, 2008 @ 3:52 pm | Link
I might be annoyed by this if commercial I
dumped State Farm years ago, or if I actually let commercials affect my spending decisions. Whenever I hear commericals saying how much their average employee saves by switching to X Brand Auto Insurance, I interpret that as "Most people weren't willing switch and put up with out lousy service for any less than this much money."
Comment by dokein — April 11, 2008 @ 2:20 pm | Link
Oh, and I'm not impressed by State Farm hosting a few bike safety rodeos for kids. How about education adult customers on how to interact with bicycles on the road, implementing drastic rate hikes after drivers have at-fault collisions with cyclists, cancelling the policy if they kill a cyclist.
Comment by dokein — April 11, 2008 @ 2:27 pm | Link
hey, State Farm, buy a vowel...
suggest: let's kick 'em in the wallet... better yet, beat down the marketing department by targetting State Farm with direct, explicit requests of "DO NOT CONTACT ME" ... in addition to them seeing all those names assocaited with a dumb ad, they will lose all that time and labor to handling the 'paperwork' associated with taking people out of their marketing databases... and if they refuse/fail/ignore your request, we got some black letter laws to organize a class-action lawsuit...
hey, State Farm, buy a vowel...
Comment by HowardNYC — April 14, 2008 @ 1:45 pm | Link
They've removed the ad!
Did anybody save it elsewhere?
Comment by João Lacerda — April 18, 2008 @ 10:35 am | Link
Too bad this ad was yanked. I was just about to utilize it in a discussion of how sad and pathetic our country has become: friends of my (unfortunately enough) laughed, yes, LAUGHED at this horrid advertisement, completely brain-washed by the bullshit car culture that pervades out national consciousness and that is promoted and perpetuated by companies like your friendly, neighborhood State Farm.
Comment by JB — May 14, 2008 @ 2:45 am | Link
Too bad this ad was yanked. I was just about to utilize it in a discussion of how sad and pathetic our country has become: friends of mine (unfortunately enough) laughed, yes, LAUGHED at this horrid advertisement, completely brain-washed by the bullshit car culture that pervades out national consciousness and that is promoted and perpetuated by companies like your friendly, neighborhood State Farm.
Comment by JB — May 14, 2008 @ 2:46 am | Link