You wouldn't think of State Farm as an underdog, but when it comes to NFL marketing, that's exactly what they are. They aren't an official sponsor, they're outspent by competitors 2 to 1, and honestly, Millennials just don't see them as cool. So we devised a plan, leverage the organic chatter around our two guys, Patrick Mahomes and Aaron Rodgers facing off in the big game to dominate the post-season conversation and big momentum for our first-ever Super Bowl commercial.