State Farm supports all game players and has its spokesman, Jake, to spread the news in a series of new ads.

One of them features a young man telling Jake he is not ready for The Final Boss in Bake Wars. Jake answers that he’s got State Farm supporting him and asks him to repeat after him “I will unite the muffin verse”. The man repeats after Jake, adding that he will defeat the Crumb Crew.

The commercial ends with Jake adding the tagline “Like a good neighbor, State Farm is there”.

Jake, played by actor Kevin Miles, appeared in numerous ads for the insurance company over the last years. In some of them he shared the screen with multiple celebrities and athletes, such as Patrick Mahomes, Ashly Burch, Sabrina Ionescu, Andy Reid, ports journalist and reporter Malika Andrews, actor and comedian Lil Rel Howery, basketball player Arike Ogunbowale, Mark Cuban, and more.