State Farm's Latest Spot Sheds a Light on Football Community

“It’s more than just football. We’re changing the lives and minds of our youth.” 

These are the proud words spoken by William Morgan, President and Founder of the Chester Township Cougars Youth Association.

The 9-year-old league located in Chester Township, Pennsylvania, is a staple of the community and has been committed to promoting the highest standard of sports education and youth leadership through its activities. 

To celebrate their contributions to the Chester Township, State Farm recognised the league was especially deserving of an upgrade that would only help ensure a sustainable program for years to come: Four lights to uphold a safe environment and allow the teams to play ball. To illustrate the story of State Farm’s dedication to local communities who take such pride in their people and their possessions, the brand partnered with New York-based Vox Creative (branded content studio within Vox Media) and their sports network SB Nation to help shed a light on the Chester Township Cougars.

The branded content video was released just in time for Super Bowl LII. And while the big game caters to sports and advertising fans alike, the nature of the film resonates with a larger audience who understand the power of sport and a united community that looks after its teams.

The branded content is live across SB Nation’s site, SB Nation’s Facebook page and State Farm’s social channels. As a trusted authority in sports and a passionate fan-base, SB Nation was just the right fit to house the five-minute video. 

State Farm is actively helping to create safer, stronger and better educated communities across the country and believes that together we can have a positive impact on our communities.

Vox Creative came to collaborate with State Farm through an existing relationship with Optimum Sports. The campaign was created over the course of three-months working closely with the Cougar league throughout so the story could be told in the right light in a film that does the community justice. The content also follows suit of signature Vox Creative branded content, which strives to tell stories in a most genuine way and organically live across its trusted networks, like SB Nation.