State Farm’s spokesperson, Jake from State Farm, appears in a new collaboration with Apple TV+ inspired by the sci-fi thriller Severance.

Developed by Highdive and directed by executive producer Ben Stiller, the campaign was originally set to launch with the show’s season premiere in January but was postponed due to the California wildfires.

Now launching mid-season, the campaign connects with both Gen X parents and Gen Z viewers and introduces a dedicated microsite with tailored content for each group.

The production team used actual props and sets from Severance to align with the show’s aesthetic.

A 60-second commercial features a young woman, Jamie S., undergoing the “Severance” procedure, realizing it means losing her parents' auto insurance plan. Jake from State Farm reassures her, emphasizing the brand’s commitment to simple insurance solutions. The spot ends with Jake asking if State Farm covers goat bites, a reference to the show.