How State Farm found its Jake

Variety

Kevin Miles, a 30-year-old actor whose credits include guest-starring roles on Criminal Minds and S.W.A.T., was introduced last year as Jake from State Farm in ads featuring Super Bowl-winning NFL QBs Aaron Rodgers and Patrick Mahomes. He even got to appear in a Super Bowl ad with Drake this year. “I really just wanted to make a character that was something that felt like I was a guy helping out,” says Miles. “This is literally the neighbor you can ask, ‘Hey, can you help me jump my car?’” State Farm didn't deliberately seek out a person of color for the role, but rather someone with “high likability,” says the insurance company's Rand Harbert. Miles “had a vibe that was young yet practical.” As Variety notes, Jake from State Farm has more appeal these days than some big celebrities.