State Farm didn’t rush its Super Bowl 60 reveal. Instead, the insurer spent weeks teasing a campaign built around the idea of being almost covered—what it means to be “halfway there” when it comes to insurance.
When the full spot finally aired in the first quarter of the Big Game—opening the broadcast as the very first commercial—it delivered exactly what viewers expect from a Super Bowl ad: star power, licensed music, broad comedy, and a concept designed to land fast and loud.
State Farm’s 2026 Super Bowl spot, “Stop Livin’ on a Prayer,” wastes no time announcing itself. Hailee Steinfeld plays a customer shopping for insurance who stumbles into “Halfway There Insurance,” a fictional provider staffed by Keegan-Michael Key and Danny McBride—two agents who are enthusiastic, confident and fundamentally incapable of delivering what she actually needs.
Everything at Halfway There is almost right. The advice is close. The service is spirited. The execution never quite sticks. That tension is underscored by a deliberately off-key parody of Bon Jovi’s “Livin’ on a Prayer,” performed by the cast alongside pop group Katseye.
By the time Jon Bon Jovi himself appears—eventually peeling away in a red convertible with the duo—the joke is clear: Close enough doesn’t cut it when you’re filing a claim.
But did it land for industry leaders? Here’s how three of them reacted.
Omid Amidi, co-CCO, McKinney:
The concept of Halfway Insurance is a strong product benefit story. But the execution, and perhaps my personal exhaustion of Keegan-Michael Key, just felt familiar and flat. Especially when you think of the stronger pop culture prowess of last year’s Bateman Batman Super bowl effort.
Pat Laughlin, CCO, Laughlin Constable
I love all the celebs involved and saw the teasers prior to the game. But once it aired I question spending so much time talking about a fictional company. It was what, 50 seconds of the song about Halfway Insurance? I get that State Farm advertises all the time but felt like they spent too much time on their bit and their celebs than they did on the fact it was a State Farm spot and giving us anything meaningful about the brand.
Shon Rathbone, founder and CEO, 3Headed Monster
I love the over-the-top combo of celebs. Only in the Super Bowl. This will play well at watch parties, and the message was clear no matter how loud those other people on the couch were talking.