Kate Hudson’s new Netflix co-star: State Farm’s Jake
Kate Hudson has worked with actors like Hugh Jackman, Billy Crudup and Matthew McConaughey, but says the cast of her scripted Netflix series ‘Running Point’ really gave the impression of someone who has decidedly less experience appearing in films or TV shows. “We were all a little star-struck,” she acknowledged during a recent interview.
Her new co-star? Jake from State Farm.
Commercial characters like the Pillsbury Doughboy and Ronald McDonald have long made commercial breaks their home. Now, in a twist on established advertising models, State Farm’s popular figure will appear in a program typically supported by its advertising. His cameo in “Running Point,” a comedy about a fictional basketball team led by Hudson’s character, will likely test how viewers react to seeing elements of advertising on their favorite shows, and whether they view the appearance of such things as an enhancement to the entertainment they’re looking for, or as a distraction.
Such concepts should be explored, Hudson says. The key to such alliances is “being able to find the right match” between commercials and content, she adds, calling the character’s appearance on the show “seamless.” Jake appears in one episode to help manage Travis Bugg, an unruly point guard for the Los Angeles Waves played by Chet Hanks.
“Hopefully we can do this again,” said Hudson, who also serves as executive producer of the series.
State Farm believes viewers will give Jake permission to appear in a piece of entertainment. After all, State Farm’s Jake, played by actor Kevin Miles since 2020, “shows up at sporting events, red carpets. He has famous friends. He supports people,” Alyson Griffin, chief marketing officer at State Farm, said in an interview. “He moves in the world.” Because Jake often attends games and other big events at State Farm, she says, portraying Jake in this way on a show won’t be as surprising as if an insurance rival figure — think Liberty Mutual-backed emu or Progressive’s Flo — did something similar.
Still, Jake’s first appearance in a real show carries a certain amount of risk. If not done properly, says a sales executive familiar with combining advertisers and programming, viewers can feel like something is infringing on a favorite entertainment program. Jake’s moment in the program should feel authentic and not forced, this director says. The program and promotion “must coexist and complement each other,” this person says. “If it’s one-sided, it won’t work.”
TV show actors have long been encouraged to leave their programming slots and move into commercial breaks, where they can put their popular characters at the service of sponsors who help pay the bills. Viewers of “The Pitt” in recent weeks may have seen Katherine LaNasa, one of the series’ stars, talking to emergency medical technicians in ads for Volvo appearing on Max, where the popular medical drama is streaming. Last year, characters from “Saturday Night Live” appeared in commercials for Allstate, Capital One and Volkswagen, all to celebrate the show’s 50th anniversary.e birthday. In 2016, the National Association of Realtors convinced Disney’s ABC to allow the “Modern Family” character Phil Dunphy, played by Ty Burrell, to appear in commercials that aired on the network.
Plus, it’s not like ad characters haven’t broken into TV in the past. ABC launched a sitcom in 2007 focused on the antics of popular caveman characters from Geico commercials. Many rival insurance companies refused to run ads on the show, which was critically mocked. The program lasted about six weeks before being canceled.
There likely remains some resistance to the injection of advertising figures into actual programming. For example, fans of “NCIS” on CBS won’t see the Aflac Duck waddle onto the screen in a recurring role. Yet in recent years, media companies have begun to bend many of their old rules, leaving some parts of their TV product untouched by commercial interests. Ads can now be found next to HBO shows when they are streaming, or next to presidential debates. Both were once considered sacred.
State Farm sees good reasons to push Jake to new limits. A streaming viewer may discover “Running Point” weeks or months after Netflix makes new episodes available, Griffin says. And if State Farm only included commercials in the program, subscribers who discover the show later might not see them. “If you’re integrated into the show, it doesn’t matter whether viewers are watching in April, October or three years from now.”
There will also be traditional advertising featuring Jake around the sports series. A spot featuring Jake and “Running Point” cast members will stream on Netflix from April 13 through May 22 and will appear in pre-roll before the series begins episodes. The commercial will also be featured on Netflix’s Top 10 playlist and could serve as users’ first impression when they launch the service.
In recent years, Netflix has leaned heavily on its ability to connect advertisers to its programming in unique ways. Netflix convinced Coca-Cola in 2019 to revive New Coke, a failed revamp of its flagship product — all because the drink was featured in the third season of “Stranger Things.” The streamer has been highlighting its ability to create customized alliances with its programming, according to media buyers who have negotiated advertising deals with the company, recognizing that such offers could entice advertisers to buy commercial inventory more regularly.
“The idea of Jake stepping in to help manage Travis, the team’s ‘biggest liability’, gave us something that was rooted in the brand but also completely true to the tone of the show,” said Magno Herran, vice president of Global Brand Marketing and Partnerships at Netflix. “It’s fun, unexpected and fits right into the chaos the characters are navigating.”
No one wanted the character to get involved in any hype, says Griffin, State Farm’s marketing manager. Viewers won’t see Jake wink at them or try to offer them an insurance promotion. “He is the personification of what it means to be a good neighbor. And he’s not selling anything,” she says. “He’s not a caricature. He’s not a cartoon.” State Farm felt its appearance in the program would make sense because the company is a true NBA sponsor, she added, and fans are likely accustomed to seeing State Farm signage at professional basketball games.
“We treat him like he’s a real human being who knows boundaries and respect,” says Griffin. “If he’s going to be integrated into something, it has to be real, something we want him to do.” If Jake makes a successful appearance, will other advertisers try to follow him in similar situations on the show, and will they hold their characters to the same standards?
