The insurance industry is facing unprecedented challenges, from rising costs and climate change to attracting a new generation of customers who may approach insurance differently. For Allstate, like other insurers, rethinking marketing strategies has become imperative in this rapidly evolving landscape.
Nearly a year after appointing Wieden+Kennedy, Portland for its creative account, Allstate has launched its new advertising campaign. This marks Wieden’s first campaign for Allstate, having replaced Droga5 on the account in late 2022. Before that move, Allstate had a 60-year successful relationship with Leo Burnett.
The campaign, which debuted earlier this month during Allstate’s Crossbar Classic college football game, consists of three 30-second spots that continue the brand’s well-known “You’re in good hands with Allstate” platform.
Ditching the lovably destructive Mayhem spokesman (played by 30 Rock and Law and Order’s Dean Winters), each new spot focuses on an individual with unique expertise, such as a podcast expert, a road trip enthusiast, and a “human measuring tape” skilled at assessing garage, car trunk, and dishwasher space.
The spots conclude with a callback to the brand’s classic tagline, “You’re in good hands with Allstate,” accompanied by the familiar musical jingle that has become synonymous with the company. Watch below:
Directed by David Shane of O Positive Films, the creative has begun airing on television, digital platforms, and radio. Additionally, Allstate plans to air three new audio commercials on streaming radio platforms later this month and run contextual video placements on YouTube.
While Allstate reported an impressive revenue increase of over 14% in the recent second quarter, it also faced substantial losses, exceeding $1 billion. As a response, the company temporarily reduced its advertising efforts, aligning them with the evolving market dynamics and consumer preferences.
Allstate’s latest campaign is not only a testament to its commitment to staying competitive but also an acknowledgment of the need to adapt to the changing landscape of the insurance industry. Now, perhaps we are biased but are the spots better than what Burnett released over the years? They’re fun. Great even. But you know it’s just like dating someone different. We will see as the relationship develops.
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