State Farm Unites Batman vs. Bateman in Star-Studded Spot

State Farm has launched its newest star-studded ad, 'Batman vs. Bateman,' bringing together two iconic figures for the first time to highlight that when it comes to coverage, having insurance isn’t the same as having State Farm, just like having Bateman isn’t the same as having Batman.

As State Farm continues to integrate itself into major pop culture and sports moments, the brand is launching its campaign during the collegiate basketball tournament in March — bringing together an all-star cast including Jason Bateman, SZA, Kai Cenat, Jordan the Stallion, Batman, and of course, Jake from State Farm.

For the first time ever, Batman and Bateman share the screen in a hilarious showdown that highlights the differences that set State Farm apart from its competitors. Because when it comes to protection, you don’t just want coverage - you want State Farm.

While many of the insurers may look the same or have similar names, this campaign highlights that the difference is clear. There is no substitution for Batman, just like there is no substitution for the value of State Farm, the number one home and auto provider. And you shouldn’t settle for just any insurance company when you could have State Farm.

The spot was developed in collaboration with Highdive, with additional agencies supporting the 360-campaign including FleishmanHillard, Infinity Marketing Team, OMD, Optimum Sports, The Marketing Arm Warner Bros. Discovery, Creative License and ThisMachine.

The campaign features a diverse array of top talent, including including Jason Bateman playing against Batman, Grammy-winning artist SZA as Catwoman, streaming sensation Kai Cenat as a Gotham City citizen, and popular content creator Jordan Howlett (aka Jordan the Stallion) as Commissioner Gordon, underscoring the brand’s commitment to engaging both traditional and digital audiences while staying relevant in pop culture. And of course, Jake from State Farm is present to up the entertainment value.

The :60 spot will debut during the Big 10 Men’s Championship on March 15th and will continue to air throughout all the college basketball action in March along with other campaign assets.

Kristyn Cook, State Farm chief agency, sales and marketing officer said, “This campaign creates an opportunity for our brand that is known for driving cultural relevancy through entertainment to boldly ask consumers if they’re confident the insurance they have includes the coverage they need. Through the juxtaposition of Batman and Bateman, we’re building the narrative for consumers to look at the insurance industry and question the value being offered by our competitors. Because it’s clear that just having insurance isn’t the same as getting the full value of having State Farm.”