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5 Ways State Farm’s ‘Good Neighbor’ Platform Is Evolving In 2025

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The "Like a Good Neighbor, State Farm is There" slogan is one of the most recognizable and enduring phrases in American advertising history, constantly evolving to remain relevant in a modern insurance landscape. As of December 10, 2025, the company is doubling down on this core value through a fresh, multi-faceted strategy that extends far beyond the traditional TV commercial, integrating celebrity partnerships, a new brand platform, and significant community investments to redefine what it means to be a 'good neighbor' in the 21st century. The iconic jingle, a cultural touchstone since its introduction, is now the foundation for a dynamic campaign that focuses on tangible "assists" in real life, not just during a crisis. This new approach aims to connect the nostalgic reliability of the State Farm brand with the fast-paced, digitally-driven needs of today’s customers, ensuring the "Good Neighbor" promise is felt in every interaction, policy, and community program.

The Enduring Legacy of the 'Good Neighbor' Jingle

The slogan "Like a Good Neighbor, State Farm is There" is not just an advertising catchphrase; it is a foundational piece of the company's identity. Its history provides a crucial context for understanding its modern evolution.
  • Jingle's Origin: The iconic jingle was first introduced in 1971.
  • The Composer: Remarkably, the tune was written by the legendary singer-songwriter Barry Manilow early in his career. Manilow composed the jingle for a reported fee of just $500, creating one of the most memorable and longest-running advertising anthems in history.
  • Cultural Impact: The simple, catchy phrase instantly resonated with the values of community and reliability, turning State Farm into a household name synonymous with dependable, local support.
  • Longevity: The line is approaching 55 years of continuous use, a testament to its effectiveness and timeless message.

5 Key Ways the 'Good Neighbor' Concept is Evolving in 2025

In 2025, the State Farm brand is reinforcing its commitment to the "Good Neighbor" ethos through a series of high-profile marketing, community, and platform updates, ensuring the message feels contemporary and actionable.

1. The Introduction of the 'With the Assist' Brand Platform

The most significant update to the overall marketing strategy is the launch of the "With the Assist" brand platform. This platform serves as a long-term unifier across all of State Farm’s marketing efforts, directly translating the abstract idea of being a "good neighbor" into the concrete action of providing an "assist."

The core idea is to spotlight real-life and fictional moments where an agent, a policy, or a community program provides assistance—or an "assist"—to help someone succeed or overcome a challenge. This strategy allows the company to connect with consumers on a deeper, more relatable level, moving beyond simple policy coverage to highlight supportive partnership.

2. High-Profile Celebrity Partnerships and Commercials

The current face of the "Good Neighbor" campaign, Jake from State Farm (portrayed by actor Kevin Miles), continues to be the central figure, but he is increasingly joined by a diverse roster of A-list celebrities and athletes to broaden the brand's appeal. The 2025 campaign features several notable partnerships:
  • Patrick Mahomes: The NFL superstar remains a key partner, frequently appearing in commercials with Jake that blend humor and the concept of having a reliable "guard" (like his teammate Trey Smith) or a reliable insurer. His involvement solidifies the brand’s presence in major sports marketing.
  • Meghan Trainor: The popular singer-songwriter has been featured in 2025 spots, using her recognizable personality to deliver the message of needing a "real pro" for insurance, just as you would for a personal trainer or coach.
  • NBA and March Madness Integration: State Farm is continuing its strong presence in basketball, premiering new ad campaigns during popular events like the NBA's Christmas Day games and March Madness, often featuring NBA stars explaining the surprisingly great rates that fit any budget.

These partnerships are strategic: they use high-profile figures to deliver the "Good Neighbor" message in a way that is culturally relevant and humorous, making the brand feel accessible and modern.

3. Elevated Community and Citizenship Grants

The "Good Neighbor" concept is most tangibly expressed through the State Farm Foundation and its community grant programs. The company’s commitment to building safer, stronger, and better-educated communities remains a top priority for 2025.
  • Good Neighbor Citizenship Company Grants: These grants are a core part of the company's philanthropic efforts, providing financial support to community partners whose programs align with State Farm’s focus areas: safety, education, and community development.
  • Good Neighbor Firefighter Safety Program: In partnership with organizations like the National Volunteer Fire Council (NVFC), State Farm continues to support volunteer firefighters through this program, directly assisting those who act as real-life "good neighbors" in emergencies.
  • MVC Good Neighbor Awards: The company sponsors the Missouri Valley Conference (MVC) Good Neighbor Awards, honoring exceptional student-athletes who demonstrate outstanding academic achievement and community service, reinforcing the idea of neighborly action in young leaders.

These initiatives demonstrate that the "Good Neighbor" identity is not just a marketing tool but a pillar of corporate social responsibility, with grants and gifts provided annually to support various community programs.

4. The Modernization of 'Jake from State Farm'

The character of Jake from State Farm has undergone a significant transformation, evolving from a simple employee in a 2011 commercial to a polished, celebrity-level brand ambassador (Kevin Miles).

The original Jake was an actual State Farm employee who delivered the famous line, but the modern Jake is a professional actor who brings a fresh, contemporary, and diverse face to the brand. His consistent presence provides a human, friendly, and instantly recognizable anchor for the entire "Good Neighbor" campaign, allowing him to interact seamlessly with major celebrities while maintaining the brand's approachable image.

5. Focusing on Policy Rates and Affordability

In 2025, a key component of being a "Good Neighbor" is helping customers find surprisingly great rates that fit their budget. The marketing messaging has become increasingly focused on the value proposition of State Farm's insurance products—auto, home, and life insurance—in a competitive market.

The "Good Neighbor" promise is now being directly linked to financial relief and smart planning. For example, recent announcements have highlighted welcome news for auto customers in various states, focusing on rate adjustments and policy benefits. By emphasizing that "State Farm is There" not only in a claim scenario but also in the initial budgeting process, the company positions itself as a financially responsible partner, further solidifying the trust implied by the "Good Neighbor" concept.

The Future of the 'Good Neighbor'

The "Like a Good Neighbor, State Farm is There" jingle is a powerful piece of advertising history, but its relevance in 2025 comes from its dynamic application. By launching the "With the Assist" platform, leveraging high-profile celebrity partners like Patrick Mahomes and Meghan Trainor, and maintaining a robust schedule of community grants and awards, State Farm has successfully modernized its core message. The brand is positioning itself not just as an insurer, but as an active, supportive partner—a true "Good Neighbor"—in the lives of its customers and the communities it serves.
5 Ways State Farm’s ‘Good Neighbor’ Platform is Evolving in 2025
state farm good neighbor
state farm good neighbor

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