State Farm Expands Its NFL Lineup With Mahomes, Smith, and ‘King Henry’

This season, Patrick Mahomes is throwing more than touchdowns.

He’s throwing the spotlight on what "real protection" means with State Farm’s newest football campaign.

The insurer has returned to screens with two new spots titled "Guard" and "King Henry," extending its 2025–26 NFL push developed by creative agency TMA.

Building on earlier commercials, "Trainer" and "Captain," the new ads continue the brand’s "not-the-same" message to remind viewers that not all coverage is created equal.

Notably, Mahomes reunites with the familiar Jake from State Farm (played by Kevin Miles) but gains a new teammate in Kansas City offensive guard Trey Smith.

Both commercials are a show of State Farm's commitment to quality and comedic sports ads, using celebrity marketing in ways that make a serious topic easy to remember.

The campaign will run throughout the season across TV, streaming, and online video platforms, keeping Jake from State Farm front and center as the brand’s everyman voice of reason.

Two Stories, One Playbook

In "Guard," Smith and Mahomes humorously compare football protection to insurance coverage, as Mahomes makes it clear he doesn’t want a crossing guard blocking his blind side.

Here, they lean into their natural chemistry, making locker-room banter part of the storytelling.

Meanwhile, "King Henry" takes a royal turn with Baltimore star Derrick Henry (nicknamed “King Henry”) facing off with a regal look-alike.

Here, the visual contrast between a gridiron powerhouse and a bumbling royal impersonator amplifies the message of authenticity.

This contrast drives the same core idea: would you rather trust the real deal or just someone wearing the title?

Overall, both spots show that even in advertising, as in football, star power only works when it serves the play.

This latest chapter follows a string of high-profile sports activations for the insurer, including earlier NFL spots and last season’s Trainor vs. Trainer featuring Mahomes and pop star Meghan Trainor.

Together, they form a cohesive series that builds brand recognition through familiar faces and consistent tone.

State Farm’s partnership with TMA continues to demonstrate how a long-term brand partnership can evolve with each season — not by reinventing the playbook, but by refining it.

State Farm's Campaign Consistency

For brands and agencies, State Farm’s approach offers a study in how to sustain audience engagement through narrative continuity.

• Campaigns built around recurring talent help anchor the message and build long-term audience trust.
• Humor works best when it stems from genuine character dynamics, not scripted punchlines.
• Aligning each new spot under a clear seasonal theme allows the brand to stay consistent while evolving creatively.

The real test ahead will be whether the insurer can continue turning these cultural sports moments into stories that feel fresh without losing that signature Jake humor.

Our Take: Can Familiar Faces Still Win?

Yes, when they evolve with the story.

Instead of relying on loud jokes or celebrity cameos for their own sake, State Farm keeps the tone steady and human.

As a viewer, I feel like I’m watching characters I already know rather than just another endorsement, and that's what makes this strategy work.

You tune in not for the punchline, but for the people.

In other news, Hennessy and LeBron James launched a campaign that had fans thinking the NBA legend was retiring. 

Familiar faces work when the story grows with them. These top creative agencies help brands build campaigns that evolve characters without losing connection.