Art of Persuasion: Does The State Farm “Jake” Commercial Have It?

Mike Schoultz
3 min readJan 1, 2022

The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. Awesome quote from the master Leo Burnett. I have to admit. I found the State Farm ‘Jake’ commercial funny for a while.

But after a while, watching 3–5 times per day on TV, not so much. Even as a 30-second spot, it can get annoying. But as a commercial, what does it influence target customers to do? Does it contribute to the art of persuasion? What do…

Mike Schoultz

Mike Schoultz writes about improving the performance of business. Bookmark his blog for stories and articles.