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Late-night TV host reaching out to State Farm for sponsorship
By Michelle Koetters
mkoetters@pantagraph.com
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BLOOMINGTON -- Late-night television host Jake Sasseville thinks he has the answer to State Farm’s quest to reach his younger generation. The State Farm Dude.

Twenty-two-year-old Sasseville, host of ABC’s “The Edge with Jake Sasseville,” wants to create a branded character he says would make State Farm Insurance Cos. “cool” to 19- to 30-year-olds.

So Sasseville came to the Twin Cities last week in hopes of grabbing the Bloomington-based insurer’s sponsorship. He did some publicity stunts on ABC’s Peoria affiliate WHOI-19’s morning show and met with Ed Gold, State Farm’s director of corporate advertising.

“This State Farm Dude has the opportunity to completely … revolutionize the State Farm brand for a younger generation of people,” Sasseville said.

Decision-makers in Bloomington are not chomping at the bit quite yet — but they haven’t said no either.

The late-night show is not the only avenue for the insurance giant to reach the younger generation, said spokesman Fraser Engerman. State Farm has a lot of options, including print, television and the Internet, he said.

For now, the company is keeping an eye on Sasseville’s show and reviewing his ideas, Engerman said.

“We’re still taking his proposal under consideration,” Engerman said.

Think of the popularity of deli owner Rupert Jee on the “Late Show with David Letterman,” and you’ll understand a little more about what Sasseville hopes to achieve for State Farm in the second syndicated season of his show, which airs after “Jimmy Kimmel Live” on 39 ABC affiliates and includes celebrity guest interviews and a behind-the-scenes-look at production in New York. Sasseville is working to get the show on WHOI.

Sasseville wouldn’t say how much money he hopes to attract from State Farm, but he has two levels of sponsorship — a presenting partner and an associate partner. He hopes State Farm joins Ford Motor Co., Overstock.com and Denny’s as presenting partners. AirTran Airways is an associate partner.

The talk show host would still need to work on the character’s development if he gets the green light from State Farm, but he sees the State Farm Dude — or Dudette — as being someone who carries on the company’s values. That could include being the “advice dude” or prepping with the show’s guest. The person would be a real State Farm agent.

“The State Farm Dude is always there. … The State Farm Dude can be anywhere, doing anything.”

Not yet a customer himself — he has insurance through his production company but plans to get State Farm renter’s insurance — Sasseville’s loyalty stems from the agents he’s met and what he knows about the brand. State Farm competitor Geico has done a tremendous job creating a character and making insurance cool, Sasseville said.

“I like to go for the underdog,” he said. “State Farm is the underdog for coolness.”

Take a look
Television host Jake Sasseville, right, poses with Playboy model Mandy Lynn in this shot taken from the Web site for Sasseville's television show "The Edge with Jake Sasseville."
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Reader comments on this story - 28 total

Note: All views and opinions expressed in reader comments are solely those of the individual submitting the comment, and not those of the Pantagraph or its staff.

sjday wrote on Jul 17, 2008 8:52 AM:

" I don’t know about you, but being cool is one thing and buying insurance from the ‘Dude’ would be another. It’s like going to the head shop for a home loan. I’d rather get it from the wise conservative parent than the hack surfer ‘Dude’. There just needs to be more focus on what you get for the money from State Farm vs other insurers and that much of the time it's actually cheaper. They also need to work on their Katrina image because there's still so much ignorance in the public about what actually happened. I mean, the man who started the whole controversy for State Farm was actually indicted and is now going to prison for what he tried to do to ruin their reputation and make a name for himself. There needs to be more of that word going out there. Maybe a commercial with Ed Rust at a townhall-type meeting talking about what the company stands for and all the good things they do and have done. Keeping the promise -- that's where it's at, Dude. "

fishpoop wrote on Jul 16, 2008 3:11 PM:

" jwill I read it just fine, there are several shows that are not on our "hip" local stations but have still heard of them, and like I said I looked at him on youtube and he is just a idiot, I will promise you this SF will not go for him. "

Jwill1583 wrote on Jul 16, 2008 2:30 PM:

" This has potential for a good idea. State Farm needs to attract more youthful policy holders. As far as you guys never hearing of this guy, you must not have read very well. His show isn't on WHOI yet. "

illini fan 5 wrote on Jul 16, 2008 12:38 PM:

" Never heard of this guy. ABC normally has the worst shows on anyway. "

jerry_garcia wrote on Jul 16, 2008 12:36 PM:

" Not so sure about this "SF Dude". While it is a creative new twist to what SF has historically done to market customers, it seems like it opens the possibilities to "lowbrow" the company. Sure, it may be ok to take fast-food pitches from a young, trendy "dude", but insurance? Buying insurance is a purchase that it not done with extreme prudence has the possibility to ruin an individuals entire life. I'm sure we all have a friend or relative who has griped about the treatment they've gotten from one of those "trendy" insurance companies over the years. I agree SF needs to continue to appeal to the future generations, but do it in a manner that doesn't negate the value, insight, integrity, and knowledge the company and sales force offers its customers. "

fishpoop wrote on Jul 16, 2008 12:10 PM:

" ok just looked at this guys show on youtube and I have to say he is horrible! THIS SHOW WILL NOT EVEN BE CLOSE TO TAKING OFF! "

bnormal wrote on Jul 16, 2008 12:01 PM:

" DUDES chill out..SF hasn't even said yes they won't either to this guy. come on now "

fishpoop wrote on Jul 16, 2008 11:55 AM:

" I think both are rather scary looking!

Though let me get this straight a guy that is on at 1:00am thinks that he is going to bring in State Farm a ton of money on a cut rate talk show. I highly doubt that!

I agree SF needs to market the bank much better then what they are, let people know that they can get a Auto loan, Home Loan for a much better intrest rate. Most people don't know that and when they come in to insure their new car they find out that they could have gotten a better deal just going through the agent on the loan. "

lindini wrote on Jul 16, 2008 11:36 AM:

" That chick in the picture is scary! "

bnormal wrote on Jul 16, 2008 10:52 AM:

" DUDES chill out..SF hasn't even said yes they won't either to this guy. come on now "

The Real MRK wrote on Jul 16, 2008 10:46 AM:

" I'm pretty much in their target demographic, and this guy doesn't appeal to me at all. In fact, I wouldn't be surprised if it was some Borat-esque ploy to just get him ratings, or something. It all seems way too contrived. The success of marketing from other insurance companies is in their originality, and there's nothing original whatsoever about a "State Farm Dude" or "Dudette." In fact, I think if State Farm did some ads that poked fun at it's own "old fashioned" image, it might make huge inroads with the younger generation. Maybe some old, boring SF agent is rambling about insurance, and a younger agent busts in, flips over the desk, jams an insurance card in the young kids' hand, and says, "You're good, now go! go! GO!" "

the dispeptic skeptic wrote on Jul 16, 2008 9:31 AM:

" State Farm needs to market more than its insurance... I know insurance is its bread and butter, but how many people outside the Bloomington bubble know about the financial services? Taking advantage of the bank and mutual funds, and helping young people learn the importance of lifetime savings along with the auto insurance is crucial. Young people are the online generation. Let them know about the online banking, and the responsibility of credit. State Farm needs to worry less about being profitable and more about being competitive. "

marketingguy wrote on Jul 16, 2008 8:44 AM:

" To fab and others: State farm has been doing a lot of advertising to the younger generation and aren't doing as bad as you think in that market. They just don't advertise it as much in the mainstream media in this market. They do a lot of sponsorships like sponsoring the X-games and other sporting events. They have mini websites devoted to the younger generation. Try nowwhat dot com for an example. "

Adam wrote on Jul 16, 2008 8:21 AM:

" As both someone from the 19-30 age group, and a state farm policy holder, let me give a little perspective on this. My generation has been marketed to by huge ad firms since we were born. We've seen every angle. So if you want our attention please, at least consider being somewhat witty or at least original. Some canned insult to our intelligence such as the hack presented above won't draw us to your company. More than likely it will push us away. Keep the nowwhat adds running and keep showing the value of the company. I realize it is a dry approach but cmon its insurance, we aren't expecting a thrill ride. "

andrew C wrote on Jul 16, 2008 8:18 AM:

" Just like the "Dude, better get a Dell" guy, only ten years too late. I thought State Farm paid professionals to develop ad campaigns, I had no idea they opened their doors to amateurs soliciting advertising ideas. I'll be there tomorrow with some cartoons I made...I'm gonna be rich! "

fishpoop wrote on Jul 16, 2008 8:16 AM:

" buckeye and what was your childs driving record like? I had it as a teenager and had no problems with them I was in mutual until I couldn't keep my foot off the pedal and through my own fault I was put in Fire. I was still treated very well but had to pay higher rates a few years later and no tickets I was moved back down. "

fishpoop wrote on Jul 16, 2008 8:14 AM:

" Oh floyd give it up already if you were not there and didn't see the real damage then you have no right to comment if all you know is what you read in papers and see on TV then you have no idea what the true story is or was. Katrina is over move on! "

I*HEART*NORMAL wrote on Jul 16, 2008 8:06 AM:

" Judging by the content of the photo included with this story, I guess appealing to the "younger generation" includes objectifying women. At least the talking gecko and the Cavemen don't do that. "

just a thought wrote on Jul 16, 2008 7:01 AM:

" If organizations will pay 20mill for Brangelina twin photos of exploited babies, then I'm sure we're ready for more shallowness from this guy. Yawn. (never heard of this show until this morning). Can't wait. "

buckeye wrote on Jul 16, 2008 6:48 AM:

" State farm almost always sends these young folks to there fire company where there rates are mutch higher. There companys policys and rules are so ridged that an agent has no choice and if it is even close they always go for the highest rates. Most young folks dont have multiple cars or need homeoowners insurance and are disqualified from the huge discounts given to multiple policy holders. I switched after 25 years with State Farm because of the way they treated my children . "

floyd wrote on Jul 16, 2008 6:48 AM:

" Cute ads don't make a good insurance company. Just ask those who had claims from Katrina! "

voa wrote on Jul 16, 2008 6:40 AM:

" The younger-generation boat has sailed, and State Farm wasn't on it. Anything you do to try to get them now is too little, too late. The baby-boomers are dying, and it's going to hurt plaid-suited combover State Farm. Best bet is to start a series of downsizing waves, keep a close eye on your corporate investments, create a think-tank of individuals who can try to foresee the next big movement in how folks purchase insurance (unfortunately, that may be decades away). Good luck folks! "

Anchor wrote on Jul 16, 2008 6:09 AM:

" ZAB - Don't hold anything back, buddy. Let it all out. "

tim-tim168 wrote on Jul 16, 2008 5:18 AM:

" I never watched Jake but it does sound like someone is trying to be famous and rich quick! If he believes he has what it takes to attract the younger crowd for State Farm, why does he not work for State Farm or being a policyholder himself? Yes, State Farm is a very conservative company. The website is not as friendly but overall, State Farm has what it takes to be a Fortune 500 Company. It does not happen overnight! "

Zab wrote on Jul 16, 2008 12:16 AM:

" If State Farm wants to attract a younger crowd they could start by overhauling their website, most of which looks like it came straight out of 1998. You can get a quote from most insurance companies online within minutes, try that with State Farm, the last time I tried it was taking so long I gave up and called an agent. Now that I am a customer I'm constantly annoyed by the ridiculous security measures they have in place. I have to enter my password twice just to pay a bill. My banking website doesn't have that much security. Even then it's frequently failed to actually let me pay online. Young kids don't want to sit down with an old guy in a suit for an hour and talk about their insurance needs. They want to log on, enter some info, print their new insurance card out and get back on the road. "

cocoa wrote on Jul 15, 2008 9:15 PM:

" Good idea. Our family has always has State Farm for insurance, but I admit to being amused by the creativity of Geico. State Farm needs something fun to get the younger crowd. "

meridian wrote on Jul 15, 2008 6:35 PM:

" I think he's got a good idea. SF is getting there.... I like the "I'm there" ad w/ the kid on the bike catching a ball outside Wrigley. But a person representing the brand, like the 'Mac guy', would be a good idea. Personally, I'm sick of Geico ads... "

So what wrote on Jul 15, 2008 6:12 PM:

" Oh brother! "
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