State Farm is back with two new commercials as part of its 2025-26 Football campaign. The campaign makes clear how having insurance isn’t the same as having State Farm. Guard,” demonstrates that when it comes to protection, you don’t want just any insurance when it matters most – just like you wouldn’t want a crossing guard protecting your quarterback. The spot expands State Farm’s Kansas City roster by bringing together Pro Bowl offensive guard Trey Smith and Patrick Mahomes. A second new spot, “King Henry,” taps into the comparison between Baltimore star Derrick Henry (aka “King Henry”) and actual royalty, King Henry VIII. The playful moment, with a little help from Jake from State Farm, reinforces the season’s core message: when it comes to strength on the field (or off), would you rather have the real deal or someone just wearing the crown? The two new commercials will run in rotation with the brand’s earlier football-themed ads from now and throughout the season. The campaign was created by TMA.
