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Black Buying Power:
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Steve Harvey and State Farm collaborate on free digital content campaign

(October 18, 2009) Starting this week, State Farm will present comedian, author, and radio personality Steve Harvey in a series of animated digital shorts in which he offers his comedic insights on a range of life topics. The content, delivered in Harvey's patented "King of Comedy" style, is meant to make relevant and meaningful connections between Sate Farm and consumers and that will resonate particularly with African-Americans.

"These bits are strictly entertaining," said Pan El, State Farm marketing vice president. "Though they address insurance and financial services related topics -- to broaden State Farm's brand voice in an unexpected way -- they are delivered with Steve's unique perspective and humor."

Created by Sanders\Wingo, State Farm's African-American ad agency of record, 48 digital episodes will be rolled out at regular intervals over the next 12 months. All the shorts are offered and shareable from all digital screens, including computers, smartphones and, mp3 players at www.harveyknowsbest.com.

The first installment of the campaign is being launched during National Teen Driver Safety Week (Oct. 19-24) and is Harvey's response to his teenage son's request for transportation.

"State Farm and their ad agency Sanders\Wingo provided broad topics and I created the content" said Harvey. "I am excited to be taking advantage of this unique arrangement to share my take on serious, important topics in a funny way."

The association between State Farm and Harvey began some three years ago with a media buy on the Steve Harvey Morning Show touting the company's sponsorship of the 50 Million Pound Challenge.

"The campaign's basic idea was to extend the Steve Harvey and State Farm brands in an unexpected yet wanted manner," said Bob Wingo, CEO of Sanders\Wingo. "Everyone wants to be in social media and utilizing digital content, but to be successful, as we believe this will be, it needs to be relevant."

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