Meet the Hoopers - State Farm
In this State Farm commercial, five well-known NBA players are family members in a dysfunctional household. This NBA family is characterized into a prototypical family consisting of a grandfather, mother, father, son, and baby. The names of the NBA stars in order are Kevin Garnett, Deandre Jordan, Chris Paul, Kevin Love, and Damian Lillard. What makes this commercial so successful is it's use of humor and popularity of the NBA stars to attract attention from the audience. The Hoopers uses inside jokes within the NBA such as not being able to win championships. In basketball, "rings" are gained by winning championships -- so the more the better. In one of the episodes "Robbed" when the family loses their rings, which is ironic because all players in the family have not won a championship yet except the grandfather, Kevin Garnett. Using humor like this keeps the fans entertained in a clever way, while sneakily advertising State Farm.
By cleverly using the popularity of the NBA stars, it is a win-win situation for the NBA organization and the players. The organization obviously makes money in partnership with State Farm, who uses the commercial to advertise their home insurance. For these NBA stars, they gain popularity by being seen as relatable and a comic belief to the audience, enhancing their image that many look up to. In addition to humor, this advertisement also conveys the sense of unity, togetherness, and family when watching NBA basketball. By watching a series of The Hoopers, I was entertained and automatically looked forward to watch the NBA playoffs, showing the power of advertisement through clever marketing that appeals to the consumers.
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