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State Farm’s® slogan newest addition to Advertising Walk of Fame


NEW YORK.- State Farm is there – the newest neighbor joining a select group of advertising’s most well-known and effective slogans and icons on the Advertising Walk of Fame. Since 2004, organizers of Advertising Week have coordinated the selections, which are commemorated with brass plaques on New York City’s Madison Avenue between 49th and 50th Streets.

State Farm’s “Like a Good Neighbor, State Farm is There®,” was one of two slogans chosen for recognition and announced last night at the Advertising Week opening gala. The slogan first aired Sept. 25, 1971, and has been an integral part of State Farm’s advertising ever since.

“Our good neighbor tagline is more than just a slogan; it’s the foundation for the way our agents and associates interact with customers, our communities and with one another,” said Mike Davidson, State Farm vice chairman and chief agency and marketing officer. "Having our slogan immortalized on Madison Avenue is a great testament to our brand and we’re proud to be honored in this way.”

Like a Good Neighbor, State Farm is There, and Virginia is for Lovers were selected from a field of 28 slogans through public online voting sponsored by Advertising Age and USA Today. From a field of 26 icons, the Budweiser Clydesdales and the AOL Running Man™ were the icons selected for recognition this year.

DDB, State Farm’s agency of record since 1939 and creator of the tagline, nominated the slogan for inclusion in this year’s competition.

“This is a great example of an idea that transcended advertising and became a part of the bedrock of the State Farm culture,” said Bob Scarpelli, chairman and chief creative officer of DDB Worldwide. ”DDB is proud to be celebrating this honor and the 70th anniversary of our partnership with State Farm"

State Farm’s well-known slogan has a long and rich history. In 1968, State Farm’s theme was “State Farm is all you need to know about insurance.” Since the Company didn’t offer all types of insurance, the company asked DDB to come up with a new slogan. The firm developed "Like a Good Neighbor, State Farm is There,” to convey warmth and strength to the public, as well as the promise of fast, friendly service. Putting the slogan to music was the next step. Sid Woloshin, a professional music producer was hired to come up lyrics and music to a State Farm song. The lyrics were written by Jerry Gavin in collaboration with Keith Reinhard. The music was produced by Barry Manilow and the singing voice belonged to Leslie Miller.

The Walk of Fame was created in 2004 by organizers for Advertising Week, a weeklong gathering of advertising, media and marketing professionals. Advertising Week events are taking place Sept. 21-25 in New York City.


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