International Marketing Communication: Analysis of Super Bowl Commercial 'Drake from State Farm'

This article analyzes the marketing objectives of the Super Bowl commercial 'Drake from State Farm' and its impact on increasing brand awareness, brand recall, sales, promotional objectives, and growth objectives. It also discusses the target audience and positioning of the commercial and the novel social media campaign used for its promotion.

Intl Marketing Communication

TABLE OF CONTENT
MAIN BODY...................................................................................................................................3
Identification and discussion of chosen TV advert......................................................................3
Analysation of marketing objectives...........................................................................................3
Target audience and positioning..................................................................................................5
Novel Social Media campaign.....................................................................................................5
REFERENCES................................................................................................................................7

MAIN BODY
Identification and discussion of chosen TV advert
The chosen Television broadcasts of Super Bowl is the “ Drake from state farm”. This is
commercial is very famous for its surprise cameos of different stars one of them being a world-
famous rap artist Drake. It is a 30-second short commercial which was first aired on Super
Sunday of February 2021. This commercial features quarterback Patrick Mahomes and Aaron
Rodgers for promoting the Super Bowl event which is to be held in 2022 (Jensen, 2017). In this
commercial the character “Jake from State farm” has been played by actor Kevin Miles. This
commercial also features Paul Rudd who is very famous in the acting world. It also had Drake
which is a Grammy-award winning artist who reveals himself as “ Drake from State Farm”. In
this way by Drake mocks “Jake from State Farm” for making the commercial entertaining.
Analysation of marketing objectives
Marketing objectives are the goals which are defined by the brand. They are considered
to outline the intentions which help the marketing team in providing clear directions for the team
members for following their information and executive review and support. The following are
the marketing objectives which were present in the “Drake from state farm” commercial,
Increasing brand awareness :
This commercial had the marketing objective of increasing its brand awareness, it was
done by the commercial which is promoting super bowl through introducing stars from different
fields together in the context of American football (John and De'Villiers, 2020). It is considered
to be the very first step which needs to be taken for marketing as the crucial foundation of the
eventual acquiring of customers. This organization has been able to improve the brand awareness
through bringing world-famous stars to increases their marketing effectiveness for providing the
Super Bowl more recognition on the worldwide platform. Development of the brand image helps
this sport to get more recognition in the which is widely overshadowed by other large sporting
events such as the Fifa world cup.
Brand Recall :
A brand recall is a marketing objective in which the name of the brand is prompted
through the marketing techniques in order to provide the consumers to gain instant recollection
of the memories associated with the brand. This commercial about the super bowl had this

objective. This was essential as it is a sporting event that happens annually. Due to the pandemic
2021 Super Bowl was postponed thus, it was essential for the organization to utilize this
marketing strategy for the growth of the business (Krizanova and et.al., 2019). There are many
spectators which had lost the excitement level of the super bowl event due to the economical and
social issues which has been going on. These kinds of inspiring commercials are a very good
way of influencing the customers back into the participative nature of Super Bowl.
Sales :
Increasing the sales is the marketing objective for all the commercials. In this commercial
introduction of big stars is done so that the super bowl can be made famous to even those
customers segments which are not the fan of the sport (Teichert and et.al., 2018). These stars
have fans from different culture. This marketing strategy would successfully increase the sales of
tickets at super bowl. Having more customers getting influenced by this commercial over social
media and other platforms would influence the customers to book their ticket for the sporting
events in advance. Increasing the sales of such an event would directly increase the total profit
earned by the organization. It can be said that the NFL company would happily invest in
promoting the super bowls through such costly super starts as the number of customers visitng
the sporting event would be very high.
Promotional objective :
The introduction of Drake and Paul Rudd has made this commercial famous
internationally. This is the way in which the organizers of Super Bowl company have aimed to
promote the sporting event international in order to gain the attentions of the international
customers (Martin, Javalgi and Ciravegna, 2020). The effectiveness of this marketing objective
can be seen on the response the commercial got over the social media platforms. It can be said
that due to the increase in the market for Super Bowl event the organization can be able to
increase the over all promotion practices of the organization and also be able to provide the
business in the development of promotional practices for Super Bowl.
Growth objective :
The market segment of this Super Bowl is limited to the fans of American Football and
the locals. It can be said that the commercial which contain football star as well as other big
starts like Paul Rudd and Drake would uplift the excitement levels in the fans of this event. Other
than that other customers which are not too keen on the sport would also take a part due to the

marketing strategy which has been used for fulfilling the objectives. It will help the Sporting
event to have growing trend in the upcoming years by breaking records which is towards the
total number of spectators visiting the stadium.
Target audience and positioning
The target audience of this commercial are the people which are interested in American
football. It can be said that the target audience of this commercial which would provide the
customers which are not even interested in the NFL & Super Bowl (Ngo, Lohmann and Hales,
2018). With the help of these super stars the customers would be impacted with the positioning
of the commercial which is on social media and other famous media platforms. This commercial
is attracting customers from different countries with the help of the world-famous rapper Drake.
This would allow the organization of Super Bowl in increasing the sales and also be able to
provide effectiveness in the development of the strategy of increasing the total number of fans.
Increasing the total customers segment for a business would allow the customers in the
development of the multi media campaign. This would be helpful for increase the fan base of
NFL in the world.
Novel Social Media campaign
In this commercial the concept of the “Drake from the State Farm” was actually taken
from the regular commercials of State Farm. In the State Farm commercial advertisement, it can
be said that the due to the success the commercials of State Farm had with featuring celebrities
into its advertising it was very influential for the organization towards increasing their
productivity. The success of the Super Bowl commercial has developed due to the
implementation of the similar concept of State Farm commercial (Cipriano, 2021). Specifically
the Jake from State Farm commercial was taken as the main reference, this was because it was
easy to frame the topic of “Drake from the State Farm”. In the commercial which was referred by
NFL for the promotion of Super Bowl the actual identity of the of who was behind that red shirt.
This mystery was created along ago in which the viewers where curious to known who was the
red shirt person. This ad won many hearts as the Jake from State Farm became a very well-
known face. It was later revealed that the person who played Jake in the State farm
advertisement was an actual agent that worked for this organization. It can be said that the role of
Jake has been expanded which has become very demanding in the market. For delivering the
signature of that Jake a professional actor was required.

This concept and suspense was perfectly used in the commercial of Super Bowl by
imitating the concept and using the hype of the Jake and turning it into drake for grabbing the
attention of the customers. This got the fans of super bowl, fans of the Jake from State Farm
commercial, fans of drake and other fans of other actors which were the part of this commercial.
Influence of Paul Rudd was also present in the commercial in which he threw ball at the
quarterbacks. Rudd is a very well-known world-famous Marvel Star who took the sport of
Rodgers in this commercial. The sport starts with the quarterbacks Mahomes and Rodger
Discussing with the stand-ins with Jake from State Farm actor Kevin Miles (
TOUCHDOWN
Who is Drake from State Farm?, 2021). It was then concluded with the surprise appearance by
Drake with Jake's role. The entertaining factor of the over all commercial was based on the way
in which Drake mimicked Jake.

REFERENCES
Books and Journals
Cipriano, J., 2021. MARKETING DESPORTIVO: ANÁLISE UEFA CHAMPIONS LEAGUE
VS NFL & SUPER BOWL SPORT MARKETING: ANALYSE UEFA CHAMPIONS
LEAGUE VS NFL & SUPER BOWL. ATAS ecUI&D 18 IV Encontro Científico da
UI&D, p.110.
Jensen, R.W., 2017. Case 1 Bringing the National Football League’s Super Bowl to the big
stage: the marketing and business aspects of Super Bowl XLVII. In International Cases
in the Business of Sport (pp. 27-33). Routledge.
John, S.P. and De'Villiers, R., 2020. Elaboration of marketing communication through visual
media: An empirical analysis. Journal of Retailing and Consumer Services, 54,
p.102052.
Krizanova, A., and et.al., 2019. The effectiveness of marketing communication and importance
of its evaluation in an online environment. Sustainability, 11(24), p.7016.
Martin, S.L., Javalgi, R.R.G. and Ciravegna, L., 2020. Marketing capabilities and international
new venture performance: The mediation role of marketing communication and the
moderation effect of technological turbulence. Journal of Business Research, 107,
pp.25-37.
Ngo, T., Lohmann, G. and Hales, R., 2018. Collaborative marketing for the sustainable
development of community-based tourism enterprises: Voices from the field. Journal of
Sustainable Tourism, 26(8), pp.1325-1343.
Teichert, T., and et.al., 2018. How to implement informational and emotional appeals in print
advertisements: A framework for choosing ad appeals based on advertisers' objectives
and targeted demographics. Journal of Advertising Research, 58(3), pp.363-379.
Online
TOUCHDOWN Who is Drake from State Farm?, 2021[Online]. Available through:
<https://www.the-sun.com/entertainment/3040427/drake-from-state-farm-super-bowl-
commercial/>