State Farm: Backstory – Truck

In this commercial


Heart or Humor



Some ad’s make you laugh, some make you cry and others simply tell you a story. Here, we take a detailed look at the touching Backstory Truck commercial by the insurance firm State Farm. We’ve given this ad a score out of 10 for each of the most important elements a TV commercial should feature. Have a read through and see if you agree:

Memorability – 7 / 10

As the name suggests, the clip features a long intro and backstory that does succeed at building up to the climactic final agenda. It’s unclear what the true message of the piece really is until the final few seconds. This certainly provides a lasting and memorable impact for viewers that offer their full attention throughout the entire sequence. Where this approach falls short, however, is the vital first 3 – 5 seconds. The ad doesn’t have a hugely engaging start and so does little to draw the viewer’s attention and make a lasting first impression.

Effectiveness – 8 / 10

If the aim is to relate directly to the blue collar, the first-time buyer, the message certainly seems to hit the nail pretty much spot on. The target audience will certainly click with the tedious nature of public transport as well as the somber country soundtrack. Truck ownership is a hugely ideal for this profile of consumer and this ad is very much in sync with the vital notion of the “American dream to own”. Is vehicle insurance an emotional purchase? With campaigns like this, it does very much feel possible to form a bridge and successfully engineer such a connection.

Style – 7 / 10

Is it important for the core character in the sequence to be male, slim, of average attraction and within the adult millennial life stage? Yes on all counts. This profile is possibly the most important first-time buyer market in the industry and the fine job has been done in terms of lighting and aesthetic selection to get the right mood across. The only failing is perhaps the fact that no part of the visuals really burns a vivid and unforgettable image into the viewer’s mind.

Heart or Humor – 8 / 10

It’s mostly heart with delicate pinches of mild humor which feels like the right kind of balance. Insurance might not be an emotional purchase on its own, but vehicle buying certainly is. Playing on the fact that the particular target consumer in mind will feel a deeper connection to their first vehicle is the core arsenal of this concept and it will surely tug on the heartstrings of many millennial buyers.

Execution – 8 / 10

Though visuals may lack spark or images that stick to the mind like glue, the message is clear, hugely relative and accompanied with perfectly relatable music and voice audio. Overall, we think very little could be improved with the execution. More flare in either the beginning or the end of the sequence could go a long way to increase the ad’s memorability. Aside from that, it hits core elements with precision. A great concept, delivered with clarity and the allure of inspiration.

The background music is the song Break My Bones by John Taylor.

The advert tagline is “Here to Help Life Go Right.

Break My Bones


A touching commercial.

Heart or Humor8.0
Reader Rating: ( 1 vote ) 9.5

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