The Big Impression: State Farm’s Patty Morris on Pulling Off an NFL Crossover in Less Than Two Days

Episode Release Date: August 13, 2025

Hosts: Damian Fowler and Ilyse Liffreing
Guest: Patty Morris, Head of Brand at State Farm

Introduction

In this electrifying episode of The Big Impression, hosts Damian Fowler and Ilyse Liffreing delve into one of the most talked-about brand moments of recent times. They sit down with Patty Morris, the Head of Brand at State Farm, to uncover how her team orchestrated a remarkable NFL crossover involving Jake from State Farm and Mama Kelsey in under two days.

The Viral Moment: Jake Meets Mama Kelsey

The conversation kicks off with the dramatic event from fall 2023, where Jake from State Farm unexpectedly sat next to Mama Kelsey at a Chiefs game—a moment that quickly went viral.

Damian Fowler [00:47]: “So let's get into it. We're going to go back to the fall of 2023, when Taylor Swift shows up at a Chiefs game and sits next to Mama Kelsey and days later, Jake from State Farms in that seat. Can you take us behind the scenes and how the idea came together so quickly?”

Patty Morris [01:07]:

“State Farm is a 103-year-old brand, so we have certain ways of doing things. Despite being risk-averse, when an agency called us on a Friday night with a big idea that needed to be executed in about 40 hours, we knew we had to seize the moment. It was about setting the right conditions to be part of the cultural lexicon, and Jake from State Farm was the perfect embodiment of our brand to make that happen.”

Executing the Crossover in Record Time

Patty elaborates on the swift execution required to make the crossover successful, emphasizing the importance of Jake’s established cultural presence.

Patty Morris [02:30]:

“We had been endemic in the football landscape for over a decade, working with figures like Aaron Rodgers, Patrick Mahomes, and Travis Kelsey. This groundwork made Jake's appearance next to Mama Kelsey not just possible but impactful. The timing was impeccable, ensuring the moment landed perfectly during the game and resonated with fans.”

Patty Morris [04:23]:

“The entire process was incredibly fast. From a call on Friday night to Jake being in New York overnight, it was a whirlwind. But thanks to the collaboration with Maximum Effort and Jake’s commitment, we pulled it off successfully, marking a tipping point for our ability to act swiftly on cultural moments.”

Brand Strategy and Cultural Fluency

Patty discusses how State Farm has strategically positioned itself to capitalize on cultural moments through Jake’s persona and consistent brand presence.

Patty Morris [05:50]:

“Campaigns usually vary in duration, but moments like the Mama Kelsey event are ‘lightning in a bottle.’ It requires exact parameters and quick action. Our strategy involves long-term brand building while maintaining the flexibility to seize unexpected opportunities, allowing us to punch above our weight with earned attention rather than paid moments.”

Measuring Impact and Brand Equity

The discussion shifts to evaluating the success of such campaigns, highlighting both quantifiable metrics and intangible benefits.

Patty Morris [07:00]:

“After capturing a lightning moment, it’s crucial to celebrate and measure its impact through reach, engagement, and the resulting attention. This particular event generated billions of impressions and extensive online chatter, enhancing Jake’s recognition and relevance. We monitor metrics like brand lift, consideration scores, and how Jake compares to our other brand assets.”

Patty Morris [10:01]:

“The cultural impact of Jake’s appearance is hard to quantify, but the increase in engagement and recognition speaks volumes. We consistently test Jake’s familiarity and relevance, ensuring he remains a key asset alongside our other prominent brand elements.”

Building and Sustaining Brand Equity

Patty explains the meticulous process of building Jake from State Farm into a beloved brand ambassador with broad cultural appeal.

Patty Morris [13:30]:

“Building Jake’s brand equity took a thousand small steps over many years. From the original 2011 commercial to recasting in 2019, we focused on authenticity and connection. His recognizable attire and relatable persona have allowed him to seamlessly integrate into diverse cultural settings, from fashion events to music festivals, enhancing our brand’s reach and appeal.”

Future Strategies and Embracing AI

Looking ahead, Patty shares insights on State Farm’s plans to leverage new channels and technologies, particularly AI, to further enhance their marketing efforts.

Patty Morris [16:28]:

“We’re excited about Connected TV (CTV) and streaming as they collapse the marketing funnel, allowing for more integrated and actionable customer experiences. Collaborations with platforms like Amazon and Thursday Night Football are particularly promising, enabling us to drive results across the entire funnel.”

Patty Morris [20:26]:

“One of my obsessions right now is organic search and understanding how AI and generative AI will transform it. Adapting to these changes is crucial for ensuring we remain visible and relevant to consumers.”

Advice for Marketers

Patty offers valuable advice to marketers hesitant about taking risks, emphasizing the importance of brand vigilance and collaboration with creators.

Patty Morris [17:40]:

“Know where to be vigilant about your brand and where you can afford to take risks. Collaborate with creators and influencers who understand their audiences best. It might feel uncomfortable to relinquish some control, but it’s essential for relevance and connection.”

Rapid Fire Highlights

In a fun rapid-fire segment, Patty shares her current obsessions, insights on market gaps, and whimsical thoughts on Jake’s future appearances.

Patty Morris [22:24]:

“My biggest takeaway this week is ensuring we're making people feel something about our brand. Emotional connections are the most powerful drivers towards our products.”

Patty Morris [23:35]:

“If Jake could pop up anywhere without constraints, I’d send him to my family reunion—or maybe to the future to see how all this unfolds!”

Conclusion

Patty Morris’s adept handling of the Jake-Mama Kelsey crossover exemplifies State Farm’s strategic brilliance in leveraging cultural moments to enhance brand presence. Through meticulous planning, swift execution, and a deep understanding of cultural dynamics, State Farm has successfully transformed Jake from a spokesperson into a beloved cultural icon. This episode offers invaluable insights for marketers aiming to navigate and capitalize on the ever-evolving cultural landscape.

Notable Quotes:

• Patty Morris [01:07]:

  “Setting the right conditions to be part of the cultural lexicon is essential, and Jake from State Farm was the perfect embodiment of our brand to make that happen.”

• Patty Morris [05:50]:

  “Moments like the Mama Kelsey event are ‘lightning in a bottle.’ It requires exact parameters and quick action.”

• Patty Morris [16:28]:

  “Organic search and understanding how AI and generative AI will transform it is crucial for ensuring we remain visible and relevant to consumers.”

This episode was produced by Molten Heart, with theme music by Love and Caliber, and associate producer Sydney Cairns.