Insurance is not a category that typically stands out in terms of breakthrough advertising. As consumers, the product itself is not something we typically think about much (until we really need it). But Allstate’s recent TV advertising has been changing that, making me think differently about
insurance (and specifically Allstate).
Recent work has tapped into the instability and concern generated by the economy—and gently linked how Allstate can play a part in helping people through. It started last year with “Back to Basics”, a spot that acknowledged fears and concerns, placing them in a historical context and
taking a long view (“…after the fears subside…”), then gently, without overselling, presented Allstate as a trusted choice.
Now Allstate has followed with a sequel. In “The Recession that Made Us Great”, actor Dennis Haysbert projects quiet strength, presenting in his stentorian, calm voice, a series of vignettes of recovery. Again the spot is contextually grounded, guiding the viewer to take note of where we are at this moment in time. It’s soothing and authoritative, offering balance, perspective and quiet optimism. Gently, not overselling, it gathers all this emotion and presents Allstate as a trusted way to help you protect what’s important to you.
I like to show these two spots to people and then stand back to watch the waves of emotion wash over them. “Wow, that’s real”, a Mom of three said recently, watching the images and listening to the voiceover “...This was the time we realized that our things are not as important as the future we’re building with the ones we love…”
Brilliant. Watch it. Feel it. Remember who you are.
Originally published 2/20/10