Batman vs. Bateman—and a Masterclass in Pivoting

How State Farm turned a Super Bowl spot into a March Madness win without losing momentum.

Author

Javier García
September 29, 2025 • Estimated Reading Time: 6 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

State Farm – “Batman vs. Bateman”

What it is:
Originally developed for the Super Bowl, State Farm repurposed its “Batman vs. Bateman” ad around March Madness after pivoting due to California wildfires. The campaign juxtaposes Batman with actor Jason Bateman in a humorous way, combining comic mythos with everyday insurance messaging. It included influencer tie-ins (Kai Cenat) and villain-themed spots. It also demonstrated brand agility—changing timing and distribution mid-plan.

Key Marketing Lessons

  • Be willing to pivot mid-campaign
    Even well-planned campaigns must adapt to real events. State Farm kept the creative core but shifted launch timing and platforms, preserving momentum instead of scrapping the effort.

  • Use narrative tension for contrast
    The Batman vs. Bateman framing creates immediate contrast—one dramatic, the other mundane. That tension makes the brand message more engaging and memorable.

  • Layer personality on functional messaging
    Insurance is typically dry. By inserting humor, pop culture and storytelling, the brand became entertaining while still delivering its core promise.

  • Leverage multiple media & characters
    Instead of leaning on one hero, the campaign included villains (Joker, Riddler) and influencers, broadening appeal and flexibility for creative extensions.

  • Don’t depend solely on timing
    While Super Bowl is iconic, State Farm showed you can make a splash outside that window if you maintain creative strength and agility.

State Farm – “Batman vs. Bateman”

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Weekly Tip

Lead With Value

Your audience decides in seconds if your content is worth their time. Show the benefit right away.

• Start with the main takeaway, not background context
• Frame posts around what the reader gains
• Make the first line answer “why should I care?”

When value is upfront, attention lasts longer and trust builds faster.

Weekly Challenge

Micro-Video Challenge

Commit to posting three ultra-short videos this week (15–30 seconds each):

• Focus on one clear idea per clip—tip, fact, or quick behind-the-scenes moment
• Use captions so the message lands even without sound
• Post on different days and times to test reach
• Compare which clip drives the most replays and shares

Short, snackable content often gets the widest distribution.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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