On the back of its Superbowl advert, State Farm has enlisted Nolan Smith and Nico Collins for a new digital series, as the insurer looks to extend the campaign’s momentum beyond the big game.
The two-episode series, ‘Hidden Talents’, centres on a playful guessing format. Smith, a linebacker for the Philadelphia Eagles, and Collins, wide receiver for the Houston Texans, are tasked with identifying which of a pair of adult identical twins possesses a secret skill. The twist: they can only ask yes-or-no questions.
Armed with riddles, rapid-fire queries and instinct alone, the NFL players work through clues before witnessing surprise performances that reveal the answer. The stripped-back format leans into spontaneity, capturing unscripted reactions and personality-led moments rather than traditional sports storytelling.
Described as part game show and part character reveal, ‘Hidden Talents’ is designed to encourage active participation. Viewers are invited to guess alongside the athletes, turning a simple mechanic into an interactive experience that aims to deepen engagement across digital channels.
The series forms part of State Farm’s broader brand platform, reinforcing its longstanding message that “having insurance isn’t the same as having State Farm”. By spotlighting athlete personalities in a curiosity-driven setting, the insurer seeks to humanise its ambassadors while sustaining post-Super Bowl attention in a social-first format.
The content builds on the insurer’s Super Bowl campaign, which reimagined Bon Jovi’s anthem “Livin’ on a Prayer” as a parody titled “Stop Livin’ on a Prayer”. The advert starred Hailee Steinfeld as a customer trapped with fictional “Halfway There Insurance”, a provider offering subpar cover and frustrating service. Comedic turns from Keegan-Michael Key and Danny McBride underscored the chaos, while a cameo from KATSEYE added to the musical theme.
The campaign aimed to prompt viewers to reconsider whether they are “halfway there” with their current provider, reinforcing State Farm’s long-running message that having insurance is not the same as having State Farm. By extending the platform into episodic digital content, the brand is seeking to sustain cultural relevance and keep audiences engaged beyond game day.