Chris Paul And Stephen Curry Look To The "Future Of The Assist"

State Farm looks to the future with the latest chapter of the popular 'Born to Assist' campaign. "Future of the Assist," a new commercial, will air during the 2014 NBA Playoffs. 

"Future of the Assist" centers on the important task of inspiring the next generation of great assisters, picking up where the campaign's previous outing, "Heritage of the Assist," left off. Having explored the history of the assist in "Heritage," "Future" finds Chris and Cliff Paul intent on passing down the ways of the assist to Lil Chris and Lil Cliff. The two younger Pauls, both played by Chris Paul Jr., prove themselves to be true prodigies. Lil Chris earns attention for his signature "alley-oop de doop," and Lil Cliff begins insuring tree-houses from his own State Farm "branch." 

The spot ends with a special "Cliffhanger" cameo from Stephen Curry, the record-breaking point guard for the Golden State Warriors. Curry appears with a man who may be his own long lost twin, suggesting that a little assist goes a long way, no matter where it comes from. 

“We’ve seen great success in the 2013-2014 NBA season with this year’s iteration of the ‘Born to Assist’ campaign,” notes Tim Van Hoof, State Farm AVP-Marketing. “The latest work continues to convey State Farm’s commitment to service from one generation to the next, and to provide the best value in the business. The work builds excitement for what's yet to come with our ‘Born to Assist’ story and ongoing partnership with the NBA.” 

As "Future of the Assist" rolls out nationally, the new spot will be accompanied by updated digital banners, Clippers in-stadium activations, and integrations with top tier platforms and partners including NBA.com. The social content produced by Cliff Paul throughout the 'Born to Assist' campaign will follow the “Future of the Assist” plot, with special activations planned for the 2014 playoffs and finals.  

Translation is the creative agency behind the ‘Born to Assist’ campaign.

Credits:

Brand/Client: State Farm

Campaign Title: State Farm NBA

Spot Title: “Future of the Assist”

Air Date: April 19th, 2014, during the Clippers v. Warriors Playoff Game

Agency: Translation

Founder/CEO: Steve Stoute

Group Creative Director: Chris Valencius

Group Creative Director: Jonathan Graham

Creative Director: Emily Sander

Art Director: Devin Sharkey

Art Director: Danielle Thornton

Associate Creative Director, Copywriter: James Cohen

Director of Content Production: Miriam Franklin

Director of Business Management: Debra Horvath

SVP Group Account Director: Ben Gladstone

Account Director: Susanna Swartley

Account Supervisor: Sara Daino

Account Executive: Verena Zannantoni 

Assistant Account Executive: Stacia Andrews

Producer: Melissa Nagy

Production: Bob Industries

Directors: Dayton/Faris

Executive Producer: TK Knowles

Executive Producer: John O'Grady

Executive Producer: Chuck Ryant

UPM: Bart Lipton

Production Supervisor: Jackie Hamilton

Editor: Bikini Edit

Executive Producer: Gina Pagano

Producer: Brad Wood

Editor: Avi Oron

Assistant Editor: Gustavo Roman

Post EFX: Brickyard VFX

Executive Producer: Jeff Blodgett

Producer: Linda Jackson

Lead VFX Artist: Mandy Sorenson

On Set VFX Supervisor: Kathy Siegel

Media: OMD