More than 120 million people tune in to the Super Bowl each year, making it consistently the most-watched annual televised event in the U.S. For some, it's the love of the game that draws them in. For others, it's the promise of high-energy halftime talent, but for many, it's the notoriously extravagant, star-studded advertisements that have their attention. Insurance companies have long been a staple in the Super Bowl commercial lineup, but Super Bowl LX won't see the industry heavily represented.
So far, State Farm is the only insurance company to have claimed an ad spot for Sunday's big game. The insurer is returning to the Super Bowl after taking the year off in 2025, following the Los Angeles area wildfires in January of that year.
Leading up to this year's Super Bowl, State Farm has released a series of teasers featuring comedian Keegan-Michael Key and actor Danny McBride. In these spots, they play a pair of questionably competent insurance agents for fictional carrier Halfway There Insurance. The teasers debuted during the NFC and AFC Championship games on January 25.
One of the teasers features singer and actress Hailee Steinfeld alongside Key and McBride. As the spot opens, Steinfeld sits across from the agents and lays a stack of claim paperwork on their desk as she asks, "You guys are just like State Farm, right?" In response, the men break out into a parody of Bon Jovi's classic "Livin' on a Prayer" that explains Halfway There Insurance's lengthy list of coverage exclusions. It ends with Steinfeld declaring she, "Shoulda gone with State Farm," before cutting to a screen reading "2.8.26," the date of the Super Bowl.
While viewers will have to wait for Sunday's game to see the conclusion of State Farm's "Halfway There" campaign — and whether any other carriers join the ad lineup — there are plenty of memorable insurance Super Bowl spots from past years to revisit in the meantime. In the slideshow above, we revisit a few classic insurance Super Bowl commercials.
(Photo credit: Danny Hooks/ Adobe Stock)
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