State Farm Leans Into Power of Sports Ads with Mahomes and Trainor

Quick listen: State Farm kicks off NFL season with humor and star power — in under 2 minutes.

Patrick Mahomes is back with State Farm, but this time he’s sharing the screen with Meghan Trainor.

The insurer has kicked off its NFL season campaign with two new spots that show the football star and pop culture figure as an oddball pairing.

Created by The Marketing Arm, the ads extend State Farm’s "not-the-same" theme that first gained traction with its March Madness “Batman vs. Bateman” commercial.

“Football season is one of the rare moments when the whole country comes together to watch, making it a powerful stage for brands to shape culture,” said Alyson Griffin, State Farm’s head of marketing.

She added that the brand intentionally uses athlete and celebrity marketing pairings to stand apart from competitors with bigger ad budgets.

“Built on a simple truth that having insurance is not the same as having State Farm, we are bringing this message to life with humor and star power from both on and off the field," she added.

"It is a reminder that whether it is on the field or with your insurer, you want the best and close enough just does not cut it.”

A Comedic Culture Clash 

In “Trainor vs. Trainer,” the pop star attempts to fill in as Mahomes’ athletic trainer, replacing the Chiefs’ professional Julie Frymyer.

The result is obviously a comedic disaster, with Trainor fumbling a knee brace and riffing on her hit song with the line "all about that brace."

Frymyer also appears in the spot, underscoring Mahomes’ long-standing brand partnership with State Farm and its commitment to showcasing real figures from the sports world.

The second spot, titled "Captain," features Detroit Lions defensive end Aidan Hutchinson.

Instead of a football leader, he’s swapped out for a sea captain shouting nautical commands, drawing a metaphor for what it’s like to settle for less experienced insurance providers.

Notably, both ads feature Jake from State Farm (played by Kevin Miles since 2020), who remains the comedic anchor across campaigns.

The two NFL spots come as part of a 360 campaign that includes TV, streaming, online video, and social media platform tie-ins.

Additionally, a collaboration with Amazon Prime Video’s “Thursday Night Football” is set to ensure high visibility as the season begins.

Beyond treating fans to an unexpected pairing, the creative also provides a nod to representation in sports.

Mahomes personally suggested Frymyer for the ad, pointing out that she is one of only 21 women athletic trainers employed across the NFL.

The insurance giant seized on that opportunity to highlight her role, adding a layer of emotional engagement to what is otherwise a playful initiative. 

For Griffin, the key is making sure campaigns not only reach broad audiences but also reinforce State Farm’s distinct identity in a crowded insurance market.

“We always have to think about how we break through,” she said.

“Nobody wakes up wondering what insurance companies are doing, so we focus on creative that connects with people.”

Our Take: Can Humor Carry Insurance?

Not alone.

Humor is just one component of what makes an insurance campaign that sticks.

Coupled with two big stars like Trainor and Mahomes, as well as surprise cameos from prominent names in sports and entertainment, the latest efforts show us why State Farm stays at the top of its game. 

To me, the brand has mastered the balance of humor and relevance.

Insurance isn’t a topic people want to think about, but with the quirky collab, the brand turns it into a conversation starter.

In a way, it shows how even serious brands can take cultural risks without losing credibility. 

In other news, Mahomes also recently starred in a Coors Light campaign, where he unveils a cold plunge shaped after his head.