Why it's cool?
This spot takes half a step back from where most copywriting would start the story and gives us all the 'never' moments in life. Each never drives forward to the next never with humor and gusto.
Why we love it?
It's endearing without being sappy. It makes fun of all of those amazing life altering 'never' moments without being cynical.
What can you learn from it?
This spot is a crash course in relating to your customers. State Farm was clearly targeting younger families whose adults woke up one morning and found themselves with kids. They very clearly linked the 'Where did the time go?' feeling most people this age are experiencing with all the 'nevers' they once declared. Once they related to those feelings and tapped into those memories, all that was left was associating their product with their prospect's lives.
The main take away? When you set out to story tell to your audience, priority one is relating to your audience. This spot is a perfect example of how to do that right.