I have seen this ad a few times and every time I see it I giggle because I am constantly surprised by how clever it is.
This ad works because it shocks people. It starts out the same. The music, the emotion, the photos, the wife's description - and then something happens. The husband appears out of the back room and all of a sudden your perception of what will happen is disrupted. You get a surprise out of the ad - and that is what makes it so effective. It challenges what consumers believe will happen by presenting the norm in an interesting way and in so doing lightens up the mood.
In my experience, the majority of State Farm ads are very entertaining. They do a good job of presenting information in a clever way and for once, I have few complaints!
