Football and insurance ads have a long history together. This Sunday, Feb. 8, a new duo will join the ranks of storied insurance company mascots that have appeared in Big Game ads: the Halfway There Insurance guys.
The 60-second spot features comedy giants Danny McBride and Keegan-Michael Key as representatives of a fictional car insurance company, Halfway There Insurance. The ad blends humor, ’80s-inspired music, and some pyrotechnics to send a message about car insurance.
“We want customers to feel confident in their insurance,” State Farm Head of Marketing Alyson Griffin told Marketing Brew. “It’s a tricky, often misunderstood category, and we don’t want them to feel like they’re living on a prayer.”
Viewers should also have another takeaway from the parody advertising campaign spearheaded by the country’s largest auto insurer, according to Matt Brannon, senior economic analyst at comparison platform Insurify.
“Competition is fierce right now among insurers,” said Brannon, who authored Insurify’s recent Insuring the American Driver Report. “That competition was a factor behind a 6% nationwide decrease in car insurance rates last year. Many insurers lowered rates to be as appealing as possible. Advertising during a high-profile sporting event is another sign that insurers are driven to compete for consumers’ business.”
What is Halfway There Insurance?
Halfway There Insurance is the name of the parody company associated with State Farm’s marketing campaign. It’s not a real insurance company and not licensed, so you can’t get a car insurance quote, buy a policy, or file a claim with Halfway There Insurance.
Combining highly recognizable celebrities with a song that in “many, many sports stadiums … comes on between quarters, or between plays, or innings” is meant to be memorable and light-hearted, Griffin told Marketing Brew.
What’s next for Halfway There Insurance and American drivers?
Numerous media accounts point to an appearance of the Halfway There Insurance team in an ad during Sunday’s Big Game. The fictional company also has its own website, halfwaythereinsurance.com, which has a disclaimer noting State Farm owns the site.
For drivers, it’s a good time to be shopping for car insurance, Brannon says.
“Most states saw car insurance rates fall in 2025, and in 15, they fell by double digits,” he said. “Consumers who compare now could see significant savings.”
Waiting to compare, however, could mean missing out. “Plummeting premiums are not the norm, and our data analysts project that rates will begin creeping up again in 2026,” Brannon said. “In several states, drivers now pay over $3,000 for full coverage annually.”
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