Jake from State Farm Stars in New Netflix Comedy

Advertising icon Jake from State Farm has transitioned from commercials to a scripted role in the Netflix comedy "Running Point." The series, starring Kate Hudson, features Jake in an episode to assist with an unruly basketball player character. This integration marks a significant experiment in blending advertising elements with entertainment content.

Hudson, also an executive producer, described Jake's appearance as "seamless" and stressed the importance of a "right match" between ad characters and programming. State Farm's marketing head, Alyson Griffin, noted that Jake's established public persona, including attending events and having celebrity friends, makes his television appearance less surprising than that of other ad mascots.

This venture follows a trend of media companies integrating advertising more deeply into their content. Previous examples include actors from "The Pitt" appearing in Volvo ads and "Saturday Night Live" characters in commercials celebrating the show's anniversary. Even a sitcom based on Geico's cavemen characters was launched in 2007.

State Farm sees this as a strategic move, especially for streaming where viewers may discover shows long after initial release. Integrating Jake into the show ensures his presence remains relevant, unlike traditional commercials that might be missed. A promotional spot featuring Jake and "Running Point" cast members is set to stream on Netflix from April 13 through May 22, 2026.

Netflix has been instrumental in forging unique advertiser partnerships, such as Coca-Cola's revival of New Coke for "Stranger Things." The streamer's ability to create bespoke alliances with its programs is a key enticement for advertisers. Magno Herran of Netflix highlighted that Jake's role aligns with the brand and the show's chaotic tone, calling it fun and unexpected.

State Farm insists Jake will not be a direct salesperson within the show, portraying him as a "good neighbor" rather than a caricature. His integration is seen as authentic, especially given State Farm's real-life sponsorship of the NBA. The success of this experiment may pave the way for other advertisers to place their characters within television programming.