Magazine article ADWEEK

State Farm's Triple Double: The Cliff and Chris Paul Campaign Welcomes Cliff Jr. and Chris Jr., Plus an Even More Surprising Set of Twins

Magazine article ADWEEK

State Farm's Triple Double: The Cliff and Chris Paul Campaign Welcomes Cliff Jr. and Chris Jr., Plus an Even More Surprising Set of Twins

Article excerpt

Specs

Client State Farm

Agency Translation

Director Dayton/Faris, Bob Industries

Editor Avi Oron, Bikini Edit

Effects Brickyard VFX

(See the spot and full credits at Adweek.com and on our iPad edition.)

Idea The most entertaining campaign airing now with an NBA endorser doesn't star LeBron James, Kobe Bryant or Dwyane Wade, It's Chris Paul's State Farm ads--or more accurately, Chris and Cliff Paul's campaign. The "Born to Assist" ads, by Translation, are based on a delightful idea, wonderfully executed--that the Los Angeles Clippers star was separated at birth from a twin brother he never knew. Chris, of course, became a three-time NBA assists leader. But Cliff is masterful at assisting, too--as a State Farm agent. It's a simple, almost perfect metaphor: that State Farm agents have assisting in their blood. And Paul, 28, a gifted actor, has quietly made it soar while playing himself and Cliff (in a mustache, glasses and ever-present argyle sweater). The latest spot extends the family, as Paul's real-life son Chris Jr. plays both himself and Cliff Jr. "It continues to convey State Farm's commitment to service from one generation to the next, and to provide the best value in the business," said Tim Van Hoof, State Farm's assistant vp of marketing.

Copywriting The new spot opens with Chris and Cliff using whiteboards to teach their sons the basics of assisting. "Twins Cliff and Chris Paul made it their pursuit to pass selflessness on to the next generation. And their children proved to be true prodigies," says the male voiceover. (With almost no dialogue, the VO tells the story in all the spots.) The ad goes on to show Lil' Chris excelling on the court, and Lil' Cliff doing so off it--by insuring his friends' new tree house "from his own State Farm branch" (of the tree). In the final scene, the Pauls, riding down an escalator, are shocked to see Golden State Warriors star Stephen Curry and what appears to be his own State Farm twin riding up the other side. …

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