Introduction: From Call Center to Cultural Icon
In the pantheon of American advertising characters, few have achieved the cultural penetration of Jake from State Farm. What began as a simple 2011 commercial featuring a real insurance agent answering a late-night phone call has evolved into a multimedia phenomenon spanning TikTok, prime-time television, Super Bowl spectacles, and now, original streaming content on Amazon Prime Video .
Today, Jake from State Farm is more than a mascot—he’s a creator, a social media influencer with millions of followers, and a bona fide entertainment property . This is the story of how two different men named Jake, separated by a decade, built something unforgettable.
Part One: The Original Jake (2011-2018)
The Accidental Star
The original Jake from State Farm was Jake Stone, a real-life State Farm insurance agent from Bloomington, Illinois . In 2011, State Farm held an internal casting call, allowing actual employees to appear in commercials. Stone, who also worked part-time as a bartender, applied and was selected to film a spot in California .
The commercial was deceptively simple. A wife descends the stairs at 3 a.m. to find her husband on the phone. Suspicious, she demands to know who he’s talking to. “It’s Jake from State Farm,” he replies. She snatches the phone and asks the obvious question: “What are you wearing, Jake from State Farm?” The voice on the other end responds, meekly: “Uh… khakis.”
The spot became a viral sensation. “Khakis” entered the cultural lexicon. Jake Stone, an ordinary guy with no acting ambitions, became an overnight celebrity .
Life After Fame
Despite the commercial’s success, Stone remained with State Farm for several more years before eventually resigning around 2014 . He returned to his roots, taking a bartending job at Pub II in Normal, Illinois, where patrons would still recognize him—often still wearing khakis .
Stone made a brief cameo in the 2020 reboot commercial, bridging the gap between the original and the new era . Today, he lives a private life with his wife and two children, far from the Hollywood spotlight .
His net worth remains unknown, as he was never a paid actor—just an employee who happened to star in a legendary ad .
Part Two: The New Jake – Kevin Miles
From Sleeping in a Car to Super Bowl Stardom
The man who would become the new face of Jake from State Farm is Kevin Miles, born Kevin Miles Julian Mimms in July 1990 on Chicago’s South Side .
Miles’ journey to fame is the stuff of Hollywood dreams—except it actually happened. After graduating from the Chicago Academy for the Arts in 2008 and earning a Bachelor of Fine Arts from Webster University’s Conservatory of Theatre Arts in 2012, he moved to Los Angeles to pursue acting .
The early years were brutal. Miles slept in his car for several months because he couldn’t afford an apartment . He worked as a food delivery driver and waited tables, all while attending auditions and facing repeated rejections . For his first two years in L.A., he didn’t even have an agent .
He landed small roles in shows like Criminal Minds and S.W.A.T., but steady work remained elusive .
The Audition That Changed Everything
In early 2020, Miles auditioned for the rebooted Jake from State Farm role. The casting call specified that applicants should wear a red polo shirt and khakis—but Miles forgot the wardrobe memo and showed up in jeans .
That mistake didn’t matter. His audition tested so well with focus groups that he got the part anyway . As Miles later explained on The Dan Patrick Show: “I really just think that I just happened to test well with the focus groups. I always wanted to make something that felt close to me, close to who I am” .
In July 2020, Miles traveled to Austin, Texas, to film State Farm advertisements for several months . The character was officially reborn.
The 2021 Super Bowl Breakthrough
Miles made his first Super Bowl appearance in February 2021, starring in a spot alongside Drake, Aaron Rodgers, and Patrick Mahomes . The commercial, titled “Drake from State Farm,” cemented Jake’s transition from a one-off character to a recurring presence in pop culture .
Since then, Miles’ Jake has appeared alongside an astonishing roster of celebrities :
| Celebrity | Context |
|---|---|
| Arnold Schwarzenegger | 2024 Super Bowl ad “Like a Good Neighbaaa” |
| Patrick Mahomes | Multiple campaigns, ongoing partnership |
| Drake | 2021 Super Bowl debut |
| Jimmy Fallon | Multiple comedic spots |
| Ludacris | Various commercials |
| Chris Paul | Ongoing collaborations |
| Donna Kelce | 2023 football game appearance |
| Caitlin Clark | 2024 WNBA Draft congratulations |
| Danny McBride & Keegan-Michael Key | 2026 Super Bowl campaign |
| Hailee Steinfeld | 2026 Super Bowl ad |
| KATSEYE | 2026 Super Bowl musical performance |
| Jon Bon Jovi | 2026 Super Bowl cameo |
The Arnold Schwarzenegger Connection
One of the most memorable collaborations came in 2024 when Miles co-starred with Arnold Schwarzenegger in a Super Bowl commercial. Schwarzenegger took his role seriously—so seriously that he physically trained Miles for the part. According to Schwarzenegger, Miles lost 2 percent of his body fat as a result of the preparation .
Part Three: The Creator Economy Revolution
Jake as Influencer, Not Just Spokesman
Under the leadership of Alyson Griffin, State Farm’s Head of Marketing, Jake underwent a fundamental transformation. He was no longer just a character in commercials—he became a creator .
Griffin’s philosophy was simple: in a category as boring as insurance, emotional connection matters more than mere visibility. “Not just recognition, but energy. Not just efficiency, but the dopamine hit that keeps a brand locked in memory,” she explained .
Jake was deployed into the creator economy organically—without paid promotion. He built over a million TikTok followers by showing up where people actually spend time: courtside at Caitlin Clark’s senior night, trading greetings with Travis Scott, dropping into Kai Cenat’s livestreams .
The Engagement Numbers
The strategy worked spectacularly. A collaboration with creator Daniel LaBelle drew 300,000 views and nearly 1,000 comments, but more importantly, it generated an 81 percent attention rate—an outlier in insurance advertising .
Viewers experienced measurable spikes in happiness and surprise while watching. The campaign delivered an 18 percentage point lift in top-of-mind awareness and a 15 percentage point increase in purchase intent .
Griffin’s insight was that Jake’s role isn’t to close transactions directly. Instead, he exists in the “second bucket” of marketing: generating future demand by keeping the brand culturally relevant until customers are ready to buy .
Part Four: The 2026 Super Bowl Spectacular
Halfway There Insurance
State Farm’s 2026 Super Bowl campaign, created by The Marketing Arm, represented Jake’s most ambitious outing yet . The concept: a fictional insurance company called “Halfway There Insurance” run by inept agents played by Danny McBride and Keegan-Michael Key .
When Hailee Steinfeld makes the mistake of questioning whether their coverage matches State Farm’s, the duo burst into a parody of Bon Jovi’s 1986 classic “Livin’ on a Prayer”—complete with global girl group KATSEYE as backup singers and dancers .
Jon Bon Jovi’s Cameo
The spot culminated with a leather-jacketed Jon Bon Jovi riding shotgun with Jake in a classic convertible, arriving to literally lift Steinfeld out of insurance uncertainty .
Bon Jovi explained his participation: “I do believe that the [State Farm] commercials are a part of American pop culture right now. They’re fun, they’re funny, they’re whimsical. And when they came to me with it, I saw the script and I found joy in it” .
The campaign included teasers during the AFC/NFC Championship games, a dedicated website, and cross-promotion with Jimmy Fallon’s Instagram .
Part Five: Gamerhood – From Commercials to Streaming
The Prime Video Breakthrough
In September 2025, State Farm announced that its creator competition series Gamerhood would premiere on Amazon Prime Video . This marked one of the first times a brand-created series secured a spot on a major global streaming platform .
The concept: put creators in a house and throw disasters at them—earthquakes, burst pipes, hurricanes—to see if they could cope. It was entertainment that subtly educated younger audiences about insurance while letting them watch their favorite gamers compete .
Building Ownable IP
Gamerhood evolved over four seasons, growing from a Twitch experiment into a mainstream entertainment property. Season two expanded the cast; season three added reality-style confessionals and charity tie-ins, drawing over 23 million views. Season four featured stars like Kai Cenat, Ludwig, Mark Phillips, and Valkyrae .
Alyson Griffin framed the achievement in strategic terms: “We believe Gamerhood is our IP. Prime lets us reach a wider audience while staying true to what makes the series work. For us, it’s not just a distribution deal, it’s proof that a brand can create a show with enough gravity to belong next to mainstream entertainment” .
Part Six: Why the Recasting Worked
The Strategic Rationale
When State Farm announced in 2020 that Jake was being recast, some fans questioned the decision. The reasons were multifaceted :
| Factor | Explanation |
|---|---|
| Original actor departure | Jake Stone no longer worked at State Farm |
| Professional acting needs | Full-scale campaigns required range and consistency |
| Brand evolution | Move from single commercial to series storytelling |
| Diversity goals | Kevin Miles brought relatability and representation |
| Availability | Professional actor could appear in multiple spots |
The Original vs. The New
One Reddit user summarized the distinction well: “The other reason was that State Farm wanted to move from the single commercial to the series featuring the character, so they wanted an actor who would be available full time to make commercials” .
Another noted that Stone’s departure wasn’t erasure—it was evolution: “That’s like asking why the Carfox wound up being the Carfax spokesperson” .
Mixed Reactions
Not everyone embraced the change. Some viewers expressed discomfort with Jake’s expanded presence. One Reddit commenter wrote: “This dude has been bad for a while… he’s just become a grifter who hangs out with professional athletes… He was on Thursday Night Football in character for God’s sake. He’s become some kind of Black Mirror dystopian nightmare” .
Yet for every skeptic, millions of fans embraced the new Jake. His TikTok following surpassed one million in July 2023, and by September, it had grown to 1.1 million .
Alyson Griffin celebrated the milestone: “‘Jake from State Farm’ has been an incredible asset to connect us with Gen Z and Millennial audiences. We are so proud of all the hard work our marketing department and marketing agencies have put in to make Jake a relatable character and spread the good neighbor spirit” .
Part Seven: Beyond Commercials – Acting Career
Film and Television Roles
Kevin Miles has leveraged his Jake fame into broader acting opportunities :
- Tall Girl 2 (2022): Played Myles in the Netflix romantic comedy sequel
- Uglies (2024): Portrayed Auryn in the Netflix dystopian adaptation alongside Joey King
- The Actor (2025): Set to appear as Patrick opposite Gemma Chan and André Holland
- Rolling Loud (TBA): Joins Owen Wilson and Matt Rife in this Live Nation Productions comedy
- While You Were Breeding: Series role (post-production paused during writers’ strike)
He also competed on Celebrity Family Feud in 2025, showcasing his growing mainstream visibility .
Management and Representation
In February 2025, Miles signed with Avesta Entertainment for management, signaling his intent to expand beyond advertising into serious scripted work .
He has expressed aspirations to follow in the footsteps of Sidney Poitier and Denzel Washington, hoping that his role as Jake will serve as a launching pad for a substantive film career .
Part Eight: Personal Life and Net Worth
Private Persona
Despite his public visibility, Kevin Miles maintains remarkable privacy. He is reportedly unmarried but has been romantically linked to Emily Gaither, an illustrator and costume designer—though neither has confirmed or denied the rumors .
Estimated Earnings
Miles’ estimated net worth stands at approximately $2 million, with annual earnings between $200,000 and $500,000 from his State Farm role and acting projects . This stands in stark contrast to Jake Stone, who received no royalties for his appearances and likely earned only his regular State Farm salary .
Philosophy and Outlook
Miles remains grounded about his success. Reflecting on his journey from sleeping in his car to Super Bowl stardom, he told Forbes: “I think I was the most stressed, really” during those early years .
He credits his Chicago roots and family background—his parents were both former foster children who overcame difficult circumstances—for instilling the resilience that carried him through hardship .
Part Nine: The Cultural Legacy
Spoofs and Recognition
Jake from State Farm has been spoofed on Saturday Night Live (Michael B. Jordan portrayed him in a 2023 skit that garnered 4.5 million views), referenced in Jeopardy! clues, and even appeared in a trailer for Spike Lee’s film Highest to Lowest .
The Khaki Phenomenon
The original “khakis” line became one of the most quoted commercial moments of the 2010s. Even today, people dress as Jake from State Farm for Halloween—complete with red polo shirt and khaki pants .
What’s Next for Jake
State Farm shows no signs of slowing down. The brand has confirmed appearances at the Milano Cortina 2026 Winter Olympics, NBA All-Star weekend, NCAA College Basketball Tournament, and FIFA World Cup—with Jake presumably at the center of it all .
Griffin summarized the strategy: “We’ll continue these big moments where we will continue to be a part of the intersection of culture and fandom. Sports is a big way to do it, and where there’s big sporting events… we’ll be there” .
Conclusion: Two Jakes, One Legacy
The story of Jake from State Farm is ultimately a story about reinvention. The original Jake—Jake Stone—was an accidental icon, a real person who stumbled into fame through authenticity and timing. The new Jake—Kevin Miles—is a professional actor who has transformed that accident into a carefully cultivated cultural presence.
Together, they represent something rare in advertising: a character that has successfully transitioned from viral moment to enduring franchise. Stone provided the foundation; Miles built the skyscraper.
In an industry where most mascots fade after a single campaign, Jake from State Farm has achieved what Alyson Griffin calls the ultimate marketing goal: becoming part of culture, not just part of commercial breaks. From a 3 a.m. phone call about khakis to a Prime Video original series, Jake’s journey mirrors the evolution of advertising itself.
And through it all, he’s still wearing the khakis.
Like a good neighbor, Jake from State Farm is there—and now, more than ever, he’s everywhere.
Quick Reference: Jake from State Farm Facts
| Category | Original Jake | New Jake |
|---|---|---|
| Real Name | Jake Stone | Kevin Miles |
| Birth Year | 1984-1986 | 1990 |
| Hometown | Bloomington, IL | Chicago, IL |
| Background | Insurance agent, bartender | Professional actor (BFA) |
| Tenure | 2011-2018 (cameo in 2020) | 2020-present |
| Notable Co-Stars | None | Drake, Mahomes, Schwarzenegger, Bon Jovi |
| Current Status | Bartender in Illinois | Actor, influencer |
| Estimated Net Worth | Unknown | $2 million |
