State Farm has introduced a fresh advertising campaign titled “The Right Kind of Magic,” refocusing attention on the insurance brand’s iconic jingle. This campaign, representing State Farm’s most significant creative effort in three years and the inaugural major work from agency Highdive, comprises various commercials where individuals respond to situations requiring insurance coverage with phrases like “That’s ludicrous!”—utterances that magically summon relevant celebrities such as rapper Ludacris. These celebrities turn to State Farm and the brand’s mascot, Jake, to offer practical assistance.

In one ad, a teenage girl receives a car as a gift from her father, prompting her to exclaim, “Are you joking?” This remark summons Jimmy Fallon in a genie-like manner, appearing in a bathrobe and brushing his teeth. Fallon humorously explains his presence, linking it to the repeated use of the word “joking.” However, he soon realizes that the family is actually in need of car insurance, not jokes. Shifting gears, Fallon launches into the State Farm jingle and introduces Jake into the scene. Jake informs the young woman that her State Farm agent can guide her in choosing the necessary coverage.

The campaign, broadcasted across various platforms such as broadcast, streaming, digital, social media, and radio, with upcoming installments planned to coincide with the NBA, WNBA, and NCAA seasons, also showcases appearances by rapper Ludacris and college basketball star Caitlin Clark.