State Farm & LeBron James Share "Memories"...."More Than a Game"

State Farm & LeBron James Share "Memories" in More Than a GameState Farm® and LeBron James Share “Memories” on the Big and Small Screens

Lays-up more than a sponsorship for “More Than a Game”

Bloomington, IL – Sept. 24, 2009 – State Farm® continues its successful marketing relationship with LeBron James, through an integrated campaign supporting the company’s sponsorship of “More Than a Game.” The Lionsgate® documentary opens in select theaters Oct. 2. It tells the true story of five talented young basketball players, including 2009 NBA MVP and All Star® LeBron James, and their remarkable journey from Akron, Ohio, to the national high school championship. A new commercial, “Memories,” will air on TV, online and in theaters nationwide. Fans will also be able to view behind the scenes, never-before-seen documentary footage via www.statefarm.com/lebron starting today.

“State Farm is always looking for innovative ways to engage consumers with our brand,” said Mark Gibson, State Farm’s assistant vice president-advertising. “We have been at the forefront of merging entertainment and branding/advertising opportunities across a variety of properties and market segments. Our sponsorship of More Than a Game, and this new Memories creative, illustrates our core brand message that nothing is more important than being there.”

He continued, “State Farm’s relationship with LeBron James has always been much deeper than him simply being a brand ambassador. His iconic story transcends sport and his remarkable focus on team and commitment to those that he holds closest to his heart is what inspired this spot. Trust, teamwork, loyalty and relationships are all cornerstones of the State Farm brand and are integral parts of the More Than a Game story.”

The new Memories spot, created by Translation, was shot using the actual coach and team members from LeBron’s high school. No detail was ignored, from shooting backgrounds in the actual Saint Vincent’s/Saint Mary’s gym in Akron, to getting the actual jerseys from Buchtel, their biggest rivals. In the end, Memories is about how there is nothing more important than being there. To view “Memories,” click here. Translation also created the online creative and microsite, which utilizes the never-before-seen footage.

Memories debuted on TV Sept. 18. It will also be seen in select movie theaters during National CineMedia (NCM)’s pre-feature program. While individual State Farm agents and zones have used cinema advertising effectively on a local basis, the Memories campaign marks the first time that the company has used the medium nationally.

About MORE THAN A GAME:

Five talented young basketball players from Akron, Ohio, star in MORE THAN A GAME, a remarkable true-life coming of age story about friendship and loyalty in the face of great adversity. Coached by a charismatic but inexperienced player’s father, and led by future NBA superstar LeBron James, the “Fab Five’s” improbable nine-year journey leads them from a decrepit inner-city gym to the doorstep of a national high school championship. Along the way, the close-knit team is repeatedly tested—both on and off the court—as James’ exploding worldwide celebrity threatens to destroy everything they’ve set out to achieve together. MORE THAN A GAME combines a series of unforgettable one-on-one interviews with rare news footage, never-before-seen home videos, and personal family photographs to bring this heart-wrenching and wholly American story to life. For more information, images and video on the film, visit: http://lionsgatepublicity.com/epk/morethanagame/