After sitting out last year’s Super Bowl due to the LA wildfires, State Farm is officially returning to the Big Game in 2026, and it is doing so with a wink. The insurance brand announced its comeback with three teaser spots starring Danny McBride and Keegan-Michael Key, who appear not as State Farm spokesmen but as the founders of a fictional rival insurer called Halfway There. The joke comes fully formed, complete with a mock website and an aggressively mediocre brand promise.
In one 30-second teaser, created by TMA, Key begins a confident pitch before completely losing his place mid-sentence. McBride steps in to finish the thought with a shrugging level of commitment. “When it comes to helping customers,” Key starts. “We will give it a shot,” McBride concludes. Watch below:
Two additional 15-second spots show the pair fumbling basic operations, including missing office calls and struggling to hang a sign on the door. The teasers are scheduled to air during the NFC and AFC Championship games on January 25, setting the stage for the full Super Bowl rollout.
In 2024, State Farm aired a high-profile 60-second spot featuring Arnold Schwarzenegger and Danny DeVito. With Super Bowl LX approaching, the Halfway There campaign signals a tonal reset, leaning into satire and character comedy while reestablishing the brand’s presence on the advertising world’s biggest stage.
Adweek broke the story.
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