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State Farm's Los Felinos de la Noche brand experience has been named the only Hispanic case in Advertising Age's 2008 “Marketing 50.” State Farm and its long time Hispanic advertising agency, Alma DDB, share this recognition that highlights the most innovative marketing ideas, the products of the year and the marketers behind them.
Luis Miguel Messianu, President and Chief Creative Officer of Alma DDB, said “Innovation is what we're all about. This is a testament to our DNA and the great partnership with State Farm, whose spirit of willingness to go beyond the expected made this effort such a huge success.”
The story of Los Felinos de la Noche started while State Farm's new “Intersection” campaign was being conceived. Although the campaign has a powerful idea, Alma DDB was looking to create a break-through brand experience that would connect Hispanic consumers and the message in a more intimate way. In a joint venture with FiRe Advertainment, Los Felinos de la Noche was brought to life to represent an extraordinary human tie that shaped a new, genuine and deeper relationship between State Farm and Hispanics.
The ultimate concept came together when musicians showing up to audition for a State Farm TV commercial, not only get picked for the spot, but sparked the idea to bring to life the Tex-Mex/Pop fusion band and to support them on their road to fame. Being there at the right intersection, at the right time, launched Los Felinos de la Noche on a life-changing path.
Remembering their humble start, the band acknowledges and recognizes State Farm during media interviews. Their gratitude is also reflected in their first song - "Ahí estoy” ("I'm There"). “For State Farm it's been an honor to play a part in the compelling story of Los Felinos de la Noche”, says Mark Gibson, AVP Advertising, State Farm Insurance Cos.
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