The white Jake from State Farm was replaced by a new actor, Kevin Miles, as part of a brand refresh. The original Jake was played by Jake Stone, an actual State Farm insurance agent, who appeared in the famous commercial in 2011. The character became iconic with the catchphrase, “Uh…khakis.”
In 2020, State Farm decided to revamp its marketing strategy and introduced a new Jake, portrayed by actor Kevin Miles. This change was part of a broader campaign to modernize the brand’s image and appeal to a younger, more diverse audience. The new Jake is still known for his red polo shirt and khakis, but the character has been given more depth and a larger role in State Farm’s advertising content. The transition to a professional actor allowed for more flexibility in the types of commercials and promotional content that State Farm could produce, as Kevin Miles brought a different energy and acting skill set to the role. The change was well-received by many, although some fans of the original commercial expressed nostalgia for the original Jake. State Farm has continued to feature the new Jake in various advertising campaigns, solidifying his position as the face of the brand.