Brand Mascots: From Ad Campaigns to Dramatic Roles

Jake from State Farm is appearing as a character in the Netflix series Running Point, marking a shift where brand mascots are transitioning from advertising roles into dramatic entertainment.

This crossover reflects a broader collision between advertising and entertainment, as companies move their established characters into scripted content on streaming and OTT platforms.

The Strategic Role of Mascots in 2026

In 2026, mascot marketing is designed to function through short-form speed and long-term consistency. These characters act as distinctive brand assets that use repeatable cues—such as a specific voice, silhouette, or ritual—to make recognition automatic for the consumer.

Industry analysis indicates that these mascots serve as mental shortcuts. They allow a brand to feel familiar to a customer before the consumer reads a headline or compares pricing, effectively starting marketing campaigns with established trust.

The goal for businesses utilizing these characters is to humanize the brand to build emotional bonds, and loyalty. This involves adapting characters to new marketing channels and simplifying the core message to maintain effectiveness across social media, retail, and ecommerce.

Established Brand Assets and Market Examples

The transition of characters like Jake from State Farm into entertainment follows a pattern seen with other long-term advertising assets. For example, the Michelin Man, or Bibendum, uses his silhouette to instantly signal safety, authority, and expertise within the trust-based tire category.

Other notable American advertising characters that have maintained national exposure include:

• The Aflac duck for Aflac insurance
• Mayhem for Allstate insurance
• The Most Interesting Man for Dos Equis, who was brought back as an iconic ad character

These characters are designed to have a specific job within the brand’s story rather than existing solely as a visual design. When they appear consistently and early in advertisements, they strengthen brand recognition and emotional connection.

The use of these assets can extend beyond the product itself. Michelin, for instance, leveraged its brand assets to connect a tire company to travel and status through the Michelin Guide.

As advertising and entertainment continue to merge, the integration of mascots into dramatic roles allows brands to maintain their positioning while reaching audiences through premium content platforms.