Jake from State Farm is the embodiment of the brand. He’s a Good Neighbor who’s always there when you need him, with a reassuring smile and his signature khakis. He’s a familiar face people not only recognize, but want to connect with ... or even be (we’ve all seen the Halloween costumes).

Since his reintroduction in 2020, Jake has ushered in a new era for State Farm by showing up in the moments that matter most and forming real connections with consumers – through sports, entertainment, gaming and social media. He interacts with everyone from athletes to celebrities to streamers and real neighbors, always bringing the brand’s Good Neighbor promise to life.

He shows up in unexpected ways, like with Donna Kelce at the Eagles game or congratulating Caitlin Clark at the WNBA Draft. He seamlessly drops in and out of real and fictional worlds, from scripted TV debut with Netflix’s Running Point Season 2, to Twitch streamer Kai Cenat’s livestream, to virtual play with EA SPORTS FC 26.

With 350K followers on Instagram and 1.5M followers on TikTok, Jake has transcended the role of a typical brand character and has truly become a part of culture.