Every brand is attached to some negative baggage. Fast food is linked to obesity and diabetes. Clothes and toys to foreign sweatshops. And auto manufacturers and insurance companies will always carry that shadow of a doubt of, “What happens when I get in an accident”.
Allstate, perhaps inspired by CP+B’s VW Crash ads, has really taken that shadow and turned it into a powerful brand message. And because of it, came up with a :30 that really cuts through the “low rates” and “it’s easy” clutter that’s bogging down the industry’s branding.
The last thing any parent wants to think about is, “What if my kid gets into a car accident and dies”. And it’s the last thing any client would ever want to sign off on. But this message on the thousands of teenagers who die in car accidents puts the insurance message in the back seat and connects to parents as people. It’s a spot that doesn’t have to resort to shock or surprise, or even stunty gags. A clean visual metaphor carries the message home in a emotionally touching way.
It’s always nice to see brands take the “boring” briefs and the mandatories, and turn them into refreshing, thought-provoking spots. Nice work by Leo Burnett.
Filed under: Strategy, Work | Tagged: Allstate, Good, Negative
