Jake From State Farm Enters the Script With 'Running Point' Integration

State Farm isn’t just advertising anymore because it’s writing itself into the story.

The insurance brand has partnered with Netflix’s "Running Point" Season 2 to bring its "With the Assist" platform directly into the show’s narrative.

And what better way to do that than by placing Jake from State Farm alongside Kate Hudson and Chet Hanks, blurring the line between content and campaign.

By doing this, the brand positions itself as part of the solution, pushing its core message of showing up when it matters.

“State Farm is all about showing up like a good neighbour," said Hudson.

"My character, Isla Gordon, is constantly coming through for her team, navigating risk and supporting the people around her, so bringing in Jake from State Farm for an assist was perfect."

The effort builds on the brand’s long-running basketball platform, which encourages everyday acts of support that often go unnoticed.

Here, those "assists" translate into moments that feel native to the show.

Alyson Griffin, head of marketing at State Farm, emphasized that direction.

"State Farm has built this brand by showing up in the moments that matter to our customers, not as an interruption, but as a real part of the story," she explained. 

Netflix also sees this as a model for future collaborations.

“Partnerships work best when they expand the world of a story in ways that feel natural for its fans,” said Magno Herran, VP of global brand marketing and partnerships at Netflix.

When Ads Become Storylines

At the center is a co-branded spot featuring Hudson’s Isla Gordon and Hanks’ Travis Bugg, with Jake stepping in as a steady presence helping the LA Waves front office manage challenges.

State Farm will also be pushing boundaries beyond the lone hero ad. 

In a first for the brand, Jake from State Farm will appear as a scripted character within Running Point Season 2, marking a deeper level of integration that no product placement can do. 

This turns the campaign into a hybrid of branded entertainment and in-show storytelling.

Jake’s role as a "safety net" mirrors the brand’s real-world positioning, helping characters navigate both professional and personal stakes.

The execution also dives into the cultural reach of basketball, which aligns with State Farm’s long-standing support of the sport, including its backing of women’s basketball initiatives. 

And by placing itself in a show that embodies sports and entertainment, the brand meets audiences where they are.

State Farm’s Scripted Integration

For brands looking to stay relevant in entertainment-led spaces, State Farm shows us how to integrate messaging without disrupting viewers and consumers:

• Make the brand part of the story. When integration adds value to characters and plot, it feels natural instead of disruptive.
• Consistency builds stronger recall. 68% of companies report consistency can contribute 10-20% of revenue growth, showing why platforms like With the Assist matter over time.
• Meet audiences where they already are. Partnering with streaming platforms lets brands plug into existing fanbases instead of rebuilding attention from scratch.

The real test will be whether audiences embrace Jake as part of the story or see his integration as nothing but ad placement.

Our Take: Is This the Future of Brand Presence?

This works because it knows when to step in and when to stay out of the way.

Placing Jake inside the story as a steady, functional presence, the brand feels like part of the world instead of an interruption.

Most integrations try to be in the moment and end up breaking it.

Here, the brand plays support, enough for viewers to point at their TV screens and say, "Hey, it's Jake from State Farm!" as if discovering an Easter egg.

If this is where things are headed, then the smarter move isn’t to demand attention, but to fit in. 

In other news, ESPN turned the "Inside the NBA" commentators into roommates in its latest campaign for the show.