State Farm Steals a Touchdown Dance, Scores Free Advertising

A brief history of the Discount Double Check
Courtesy YouTube

When Steve Novak, a little-known sharpshooter off the New York Knicks bench, made five three-pointers during the second half of a win over the Cleveland Cavaliers last week at Madison Square Garden, he twice celebrated by strapping an imaginary belt across his waist as he ran back down the floor. While his giddy teammates on the bench joined in the dance, three words popped into the heads of just about everybody watching: Discount Double Check. “He did a little Aaron Rodgers Discount Double Check,” said the MSG network’s play-by-play announcer, Mike Breen. “The Knicks were Cavalier wrecking and Discount Double Checking,” said Michael Wilbon the next day on ESPN’s Pardon the Interruption. “Steve Novak lighting up the Garden with the Discount Double check!” tweeted one Jesse Oliveri, aka @JBreezy220. And like that, an exultant display by the Knicks’ sixth-year journeyman forward also became a moment of triumph for State Farm—which since 2010 has used the Discount Double Check phrase to describe its routine process of checking a customer’s auto insurance coverage to make sure he or she received all applicable discounts.

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