State Farm’s star-studded Superbowl advert transforms Bon Jovi’s iconic anthem “Livin’ on a Prayer” into a humorous parody that urges viewers not to settle for coverage that leaves them “halfway there.”
The “Stop Livin’ on a Prayer” campaign is designed to make viewers ask: “Do I really have the coverage I need?” by highlighting that having insurance isn’t the same as having State Farm coverage.
To do this, Academy Award–nominated Hailee Steinfeld stars as a customer navigating the fictional “Halfway There Insurance,” a company that turns everyday insurance frustrations into a comedic spectacle.
Confusing policies, stiff corporate staff and lacklustre service are brought to life by Keegan-Michael Key and Danny McBride, whose characters repeatedly fail to deliver.
As the chaotic experience escalates, it quickly becomes clear that “Halfway There Insurance” isn’t the right fit, reinforcing why State Farm is the dependable choice.
Adding to the entertainment and musical theme, the commercial also features a cameo from Grammy-nominated KATSEYE.
The campaign aims to achieve three objectives: prompt viewers to consider their insurance coverage, tap into a widely recognised cultural moment and entertain audiences on one of sports’ biggest stages.
Encouraging reflection on coverage is particularly central, as the parody invites viewers to ask whether their policies truly meet their needs and offer flexible support—both through digital tools and guidance from a local agent.
This approach underscores State Farm’s commitment to putting customers first and providing personalised coverage tailored to each individual’s situation.
The campaign is also the first Superbowl spot to feature “Livin’ on a Prayer.” By reimagining one of the most recognisable songs of all time, State Farm said it aims to harness its familiarity and create a lasting impression that extends far beyond game day.