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State Farm’s latest campaign goes beyond auto insurance to offer solutions for life. The push, which captures moments like getting married or dropping a child off at college, is part of an effort to expand the conversation around the brand to include all of its products and services.

State Farm is widely known for auto insurance — it was the top private passenger auto insurer last year, in terms of premiums written with 18.5% market share, according to the Insurance Information Institute — but it also offers financial services, like retirement plans and estate planning, as well as products like life and health insurance.

“It’s important for us to shift the way people think about us instead of just reinforcing what they already think,” said Patty Morris, director-marketing and brand content at State Farm. “It’s all about the balance.”

Continue reading at AdAge.com