State Farm et les jumeaux Chris et Cliff Paul

Le joueur des Los Angeles Clippers, Chris Paul, a fait exploser les compteurs du nombre d’assists (passes décisives), devenant le meilleur passeur de la NBA à plusieurs reprises, notamment lors de la saison 2007-08. Aujourd’hui, State Farm, l’un des leaders de l’assurance aux USA, partenaire de la Ligue et sponsor du joueur, dévoile une nouvelle campagne publicitaire mettant en scène Chris Paul et sa « disposition à assister » (le jeu de mot marche beaucoup mieux en anglais).

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Cette nouvelle publicité, « Born To Assist », démarre au berceau racontant que Chris Paul, né en 1985, a en réalité un frère jumeau duquel il fut séparé à la naissance, un frère jumeau du nom de « Cliff ».

« Malgré leur éducation différentes, ils partagent une qualité inestimable, ils sont tous deux nés pour aider ». La publicité continue en faisant le parallèle entre Chris Paul et Cliff Paul, le frère jumeau, constamment en train d’aider leurs coéquipiers sur le parquet pour l’un et ses voisins pour l’un autre.

[youtube]http://www.youtube.com/watch?v=kbRdDhYFGSw[/youtube]

La publicité, réalisée par l’agence indépendante New-Yorkaise, Translation, a débuté hier, jour de Noël et sera diffusé massivement sur ESPN et TNT lors de la diffusion des matchs de NBA. On estime les dépenses liées à cette campagne entre 35 et 40 millions de dollars !

La télévision diffusera la version 30 et 60 secondes, alors qu’une version 15 secondes est prévue uniquement pour le web (YouTube et ESPN.com entre autres). Chris Paul fera aussi la promotion de la publicité sur son compte Twitter (1.5 millions de followers) et l’assureur devrait créer un compte twitter dédié pour Cliff Paul.

Sponsor depuis 4 ans de la NBA, State Farm n’est pas à sa première campagne publicitaire avec une star de la ligue nord-américaine de basket-ball puisque LeBron James est aussi passé derrière la caméra pour l’assureur dans le cadre d’une campagne contre la déscolarisation des jeunes américains. A noter que cette campagne, « Born to Assist », est lancée en même temps que la campagne « Double Takes » avec le quarterback des Green Bay Packers, Aaron Rodgers, ambassadeur de la marque depuis 2011.

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