Andy Reid, Jake from State Farm, Patrick Mahomes and, of course, Milo the dog star in the latest State Farm ad.
State Farm
When Kansas City Chiefs head coach Andy Reid attends a baseball game during the NFL offseason, he’ll often get approached by fans, inquiring, “How about those nuggies?”
“People will just blurt it out,” Reid exclusively shared. “It’s unbelievable how it sticks.”
That “nuggies” question alludes to Reid’s amusing line about chicken nuggets from the 2023 commercial, in which Jake from State Farm compares bundling insurance to a fast-food combo meal.
This year Reid appears in his fourth ad campaign as a State Farm spokesman.
State Farm has featured athletes like Caitlin Clark, Aaron Rodgers, Patrick Mahomes, Cam Boozer and Aidan Hutchinson, but the mustachioed, heavyset Reid is the only NFL coach to ever be a spokesman.
“He’s definitely a loveable character,” Alyson Griffin, State Farm’s head of marketing, said. “He’s a fan favorite. Even if you’re not a Chiefs fan, there’s a respect for his winning record. There’s a respect for his life and his approach.”
Earlier in Reid’s life, he was exposed to the entertainment world. So his acting work in commercials, which also has included Snickers and Pringles, actually hearkens back to his roots.
Reid grew up about a mile from Hollywood Boulevard in Los Angeles. His father, Walter, was a scenic artist who worked on the sets of Adam West’s Batman TV show and the plays of Annie Get Your Gun and The Wiz.
“It was fun,” Reid said. “I used to go to work with him and watch him do his thing.”
Now Reid gets to do his own thing in front of cameras.
Andy Reid appears in his fourth State Farm ad campaign.
Jeff Fedotin
Behind The Scenes Of Reid’s New State Farm Ad
In State Farm’s latest campaign, which was filmed on June 14 at Hobby Hill Farm in Lee’s Summit, Mo., the main job of the head coach was to walk across a hill and act tired.
Different iterations had him uttering, “I need a new knee” or “Stupid hill.”
In reality the 68-year-old coach is known for his relentless work ethic, and that was on display. After a multitude of takes, the director asked if he needed a break, and he declined.
“Keep it rolling,” he said.
Showing how State Farm can personalize its coverage, Ashley Thomas from Topeka, Kan., watches as a family reunites with their lost golden retriever named Milo, then Mahomes joins the family and Reid enters.
Reid’s part in the commercial, which will be nationally televised, took about two hours to film before he went inside a barn to pose for still shots on a white screen for clips to be posted on social media.
Chiefs head coach Andy Reid poses for some social media shots during the State Farm commercial.
Jeff Fedotin
One still involved Reid, who often celebrates major victories by eating a cheeseburger, holding the prop of one of his favorite foods, and the director’s cue was to act hungry.
Mahomes And Reid
Reid’s role was intentionally shot three days after Chiefs minicamp concluded and during the month-long break before training camp begins.
Because of scheduling issues, Mahomes and Jake from State Farm filmed their portion at the very same farm the next day.
Reid’s quarterback began appearing in State Farm ads in 2019 and approached his coach about the possibility of working together before his representation formally reached out to Reid’s.
“I enjoy doing it with him,” Reid said. “We work well together.”
State Farm also previously featured Chiefs tight end Travis Kelce, guard Trey Smith and even team trainer Julie Frymyer in commercials with Mahomes.
Though Mahomes and Reid are the only Chiefs in this ad, there was a face, which is familiar to Chiefs Kingdom, involved behind the scenes.
Noted Reid impersonator Matt Black, who often dresses up as the coach during games and calls himself “Almost Andy Reid,” served as a stand-in when directors needed to test the lighting. He had the same role on Reid’s “Combo Meal Nuggies” and “Most Valuable Bundler” State Farm commercials.
This is Reid’s fourth ad campaign with State Farm, having filmed two in 2023 and one in 2024. Every year he’s appeared in one, the Chiefs have gone on to play in the Super Bowl.
“That does sound like a good omen,” Reid said.
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