State Farm Insurance has tapped Premiere Radio Networks syndicated radio host Steve Harvey for a series of digital comedy shorts on a range of topics of interest to car and home insurance consumers. The first short premiered at Harveyknowsbest.com on Monday (10/19) to coincide with National Teen Driver Safety Week, hospital which runs Oct. 19-24. It features an animated version of Harvey going through a stand-up bit about his son’s request for a brand new Escalade. There are 48 digital shorts planned, search which will roll out over the next year. “The campaign’s basic idea was to extend the Steve Harvey and State Farm brands in an unexpected yet wanted manner,” said Bob Wingo, CEO of Sanders/Wingo, the African-American advertising agency of record, which created and produced the campaign. “Everyone wants to be in social media and utilizing digital content, but to be successful as we believe this will be, it needs to be relevant.” Visitors to the site get a personal touch by entering their name, which then appears in animated marquee lights. They can also enter their zip code and find a State Farm agent in the area.
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