From Unknown Actor to Recognizable Icon: The Phenomenon of Jake from State Farm
ICARO Media Group
In a remarkable turn of events, Kevin Miles, a relatively unknown actor, has found himself catapulted into the spotlight as the face behind the universally recognized character, Jake from State Farm. Miles, who has portrayed Jake for the past four years, has become an embodiment of neighborliness and positivity, charming viewers with his role as an insurance representative who emphasizes the benefits of bundling home and auto insurance.
With over a million followers on TikTok and a presence at major sporting events, Jake has become a cultural icon with widespread appeal. However, while America adores Jake, few truly know the man behind the character - Kevin Miles. Wherever he goes, Miles is instantly recognized as Jake, with people wanting to engage with the beloved character and snap pictures with him.
This strange phenomenon has created a unique challenge for Miles, akin to a Black Mirror version of method acting. While other insurance company avatars like Flo exist solely within their respective commercials, Miles must embody Jake even off-camera, as he has become an integral part of State Farm's highly successful marketing strategy. Wherever Kevin Miles is, Jake must also be present, ready to spread good vibes and carry out his role.
The journey to embodying Jake has been a transformative experience for Miles. He landed the State Farm role in January 2020, initially rebooting a viral 2011 campaign featuring a real State Farm employee named Jake Stone. COVID-19 further propelled Miles into the character's realm, as he spent several months filming content for the insurance company on a sprawling ranch complex in Austin, Texas.
Emerging from this solitary filming experience, Miles found that people began recognizing him and approaching him even when he wasn't donning Jake's signature red polo. While he appreciates the opportunities that playing Jake has brought him, Miles acknowledges the challenge of establishing an identity beyond the character's fame.
Despite his newfound recognition, Miles yearns for personal connections and meaningful relationships. However, his recognizability poses a hurdle in this regard. If his dates happen to refer to him as Jake, Miles discreetly concludes that they are more interested in the character than in getting to know him as an individual.
Looking beyond the persona of Jake, Miles is determined to expand his acting career beyond commercial roles. With aspirations of working in television, film, and even returning to the stage, he aims to showcase his talent beyond the insurance world. Miles hopes to challenge the notion of an elitist perspective in the entertainment industry, highlighting the value of actors who possess a range of skills.
As Miles continues to navigate the unique dynamics of his fame, he remains dedicated to his craft and cherishes the present moment while looking towards the future. With a children's book in the works for his young nephew and a desire to leave a lasting impact on the entertainment world, Kevin Miles is ready to embark on the next stage of his acting journey.
Tonight, as he makes his way to Radio City Music Hall to see comedian Matt Rife, it's inevitable that he'll once again hear the familiar cry, "Jake! Jake from State Farm!" But beyond the character, there lies a talented and ambitious actor, Kevin Miles, ready to take on new challenges and break free from the shadow of Jake.