Todd Fischer, manager of national sponsorships at the Bloomington, Ill.-based State Farm, was keen to assert that EMI had been "at the table" throughout the negotiation process on this latest video, which started back in fall of last year. But clearly he's also more than happy that State Farm gets to play the part of forward-thinking innovator, working to supply fans with what they really want and need (the ability to take the video and include it on their own sites). In supporting a band that epitomizes the DIY, can-do, I'll-take-it-and-I'll-mash-it attitude of contemporary culture, the insurer taps into a young audience in a cool, appropriate way. The band, meanwhile, gets to make another fantastic video, harness buzz and win over new fans: the film had nearly 1.4 million views in less than 48 hours.
