Los Angeles, January 24, 2026 — State Farm is returning to the Super Bowl advertising stage in 2026, but with a twist. The insurance giant is teasing its return with a campaign centered around a fictional competitor, “Halfway There” insurance, starring Danny McBride and Keegan-Michael Key.
A Hilarious Return to the Big Game
State Farm is shaking up its Super Bowl strategy with a comedic campaign featuring a made-up rival insurance company.
What kind of insurance company struggles to remember its mission statement? Apparently, Halfway There, the fictional insurer fronted by Danny McBride and Keegan-Michael Key in State Farm’s latest Super Bowl teaser.
The campaign launched with three teasers. In a 30-second spot, Key stumbles over the company’s purpose, prompting McBride to finish with, “We will give it a shot.” Two additional 15-second teasers depict the duo fumbling with basic business operations, like missing phone calls and struggling to hang a sign.
These teasers will first air during the NFC and AFC championship games on January 25. Interested viewers can explore the fictional company’s website.
A Pause and a Pivot
State Farm sat out the Super Bowl last year. The decision followed the devastating Los Angeles fires of 2023, which destroyed an estimated 16,000 homes in California, leading the company to withdraw its planned advertisement.
Prior to that, in 2024, State Farm featured a 60-second Super Bowl ad starring Arnold Schwarzenegger and Danny DeVito.
- State Farm is returning to Super Bowl advertising in 2026.
- The campaign features Danny McBride and Keegan-Michael Key promoting a fictional insurance company, Halfway There.
- The teasers will debut during the NFC and AFC championship games on January 25.
- State Farm did not advertise during the Super Bowl in 2025 following the Los Angeles wildfires.
The shift to a comedic, self-aware campaign marks a notable change in strategy for State Farm, aiming to capture attention with humor as it re-enters the high-stakes world of Super Bowl advertising.
