NBA All-Star Chris Paul was traded from Houston to Los Angeles, and, State Farm is making a campaign of his move with a 'Going Away Party' featuring Paul's 'twin' brother and a new real estate agent.
Paul's real-life move is the backdrop of the campaign from State Farm and agency Translation. A new spot debuts tonight (November 9) on broadcast during the Rockets v Cavaliers game and on social and runs through 2018. It showcases the many moments State Farm can assist during a major life change, and aims to demonstrate the value of having a personal relationship with a State Farm agent.
The first spot in the series is called the 'Going Away Party,' with the premise that Chris will need help getting settled, and luckily he can rely on Cliff Paul — his 'twin' brother (Paul in glasses and a thicker mustache) and State Farm agent who is ready to help him make the transition. During a goodbye party for Chris where, as the brothers watch a slide show of their lives together, Cliff provides Chris with a final assist — a referral to a Houston-based agent named Cole Perez (aka, Oscar Nunez of NBC's The Office).
The TV launch is accompanied by social integrations including an Ebay auction 'Moving Sale.' Chris, who knows he can't take everything with him to Houston, will sell some of his most valuable items on Ebay and donate all proceeds to storm relief in Houston. The campaign follows a recent community event held in partnership with NBA Cares and the Chris Paul Family Foundation to help rebuild school libraries in Houston and support students and families impacted by Hurricane Harvey.