State Farm Targets Young Adults of Gen Z Through Campaign Collaboration With 'Severance' Series

State Farm has released an ad campaign collaboration with the TV show "Severance." Released on February 20, 2025, State Farm's new 60-second spot is directed by "Severance" Executive Producer and Director Ben Stiller and features actor Adam Scott, who plays Mark on the Apple TV+ show. This collaboration is timely because the second season of "Severance" is being released now. The show, which debuted in 2022, is centered around people whose memories have been surgically divided between their work and personal lives. The new ad from State Farm replicates certain details of the series' first episode.

In the 60-second ad, a young woman wakes up confused and is shown a video of herself deciding to undergo "severance," the procedure that severs her from her parent's auto insurance. She starts panicking and says she can't figure out insurance while Mark from the series offers no support. She asks, "But my Dad will pay for it?" to which Mark replies, "He won't."

Then, the iconic Jake from State Farm, played by Kevin Miles, steps in to save the day and tells her, "Severing from your parent's auto insurance isn't scary. State Farm's always ready to help." Jake from State Farm teased this campaign on TikTok earlier this week. The commercial ends with the State Farm piano jingle transitioning into the "Severance" theme music.

Alyson Griffin, the head of marketing at State Farm, said to AdAge, "Insurance is very well understood by the 50-year-old crowd, but they've got these kids that are going to graduate or get 'severed' by insurance as they step into adulthood—that's been on our mind in general." Griffin added, "We're always looking for ways to be in culture and meet customers where they are."

State Farm aims to target young adults in Gen Z who are approaching 26 and can't rely on their parents' insurance forever. State Farm's collaboration with "Severance" is a clever and culturally relevant way to engage Gen Z adults navigating the transition into financial independence. This partnership reinforces State Farm's commitment to meet young consumers where they are, using storytelling that resonates with them and is culturally relevant. Featuring the familiar figure Jake from State Farm in the ad is crucial because it helps State Farm feel more recognizable to Gen Z and reinforces its friendly and reliable brand personality.