TOW #1- State Farm® commercial - "Never"

State farm is one the country's leading distributors of insurance and financial service to this day. While the company exceeds in it's business services, it also exceeds in it's advertisement appeal crafting some of the most famous commercials out there. This commercial, entitled "Never" starts with a man, most likely in his mid twenties, at a party. He looks over his shoulder at a girl smiling at him and turns back to his group of friends proclaiming "I am never getting married!" He laughs along with his friends as they nod in agreement, however, the scene suddenly switches to the same man at a later date in a jewelry store purchasing a wedding ring. At this point it is clear that State Farm is trying to show viewers that we often don't expect certain things to happen in life, but they still do. The man continues to contradict himself throughout the commercial. He tells his wife, "we are never having kids" only for the scene to suddenly switch to her giving birth. He says that he will "never move to suburbs" only to be shown moments later on the front lawn of his typical white picketed fence suburban home. State Farm is aiming a powerful message toward everyone that underestimates the possibilities in life on a broad level. However, they are also trying to get a much more specific message across directed toward insurance holders or those who need it. They want these people to understand that you can't possibly predict what will happen to you in life, so it's best to be covered, in this case, by a loyal, reliable insurance company. To even further reiterate their point, State Farm even ends with a bold line, "for all of the 'nevers' in life, State Farm is there". The use of repetition and irony in this advertisement makes the purpose totally clear. The viewer is able to understand that everyone must expect the unexpected and things that that may seem like they will "never" happen are right around the corner. Even though the man depicted in the commercial's "nevers" consisted of children, a wife, a home in the suburbs, etc., State Farm wants people to eliminate the "never" factor in events such as a car crash, a robbery or an unexpected death. Furthermore, they want them to understand that these events occur time and time again, and when they do, State Farm will ensure their protection, safety and preparation.

"Never"

https://www.youtube.com/watch?v=O1Z91YkPatw