Hailee Steinfeld is finding out the hard way that Halfway There Insurance only covers, well, about half of what she needs.
In State Farm’s 2026 return to the Super Bowl, the insurer enlisted comedian Keegan-Michael Key and actor Danny McBride to play a pair of bumbling insurance agents who—rather than supporting Steinfeld when she needs it—spend their time performing a version of Bon Jovi’s 1986 classic, “Livin’ on a Prayer,” with help from Grammy-nominated girl group Katseye.
With Halfway There Insurance, a prayer is pretty much all Steinfeld has to lean on.
“Insurance is very complex, but we’re trying to make it simple and relatable and just saying, ‘Hey, do you have what you need? Are you confident in your insurance, or are you living on a prayer?’” Kristyn Cook, executive vice president and chief agency, sales and marketing officer, told ADWEEK.
This is the first time Bon Jovi’s “Livin’ on a Prayer” has been used in a Super Bowl ad, Cook said.
The brand released a series of teasers last month introducing McBride and Key’s characters. The spots debuted during the NFC and AFC championship games on Jan. 25.
Last year, State Farm pulled out of the Super Bowl after wildfires ravaged the Los Angeles area, destroying an estimated 16,000 homes in California. In 2024, State Farm ran a 60-second spot starring Arnold Schwarzenegger and Danny DeVito.
This year, the brand is back with a 60-second ad in the first quarter of Super Bowl 60. The insurance company worked with The Marketing Arm, OMD, Infinity Marketing Team, FleishmanHillard, and This Machine on the spot. The ad is supported by a 360-degree campaign, Cook said.
To determine success, Cook said the company will be tracking things like brand awareness and perception during the Super Bowl campaign.
“At the end of the day, it’s not just this one 60-second [ad],” she said. “We have a very robust platform, and we’ll be measuring people that choose State Farm and want to stay with State Farm. That’s the ultimate outcome.”
