Presentation Transcript

1. Allstate

   The Good Hands People
2. Allstate Back to Basics January 2009
3. Allstate – Back to Basics Actor: Dennis Haysbert – best known for his portrayal of the first African American President in the series 24 and his authoritative and calming voice He looks directly into the camera to make the viewer believe he is talking directly to them In the beginning: Allstate opens in 1931 A bad time for a business to open Allstate wants the viewer to know they understand how hard it is to survive during a recession Haysbert reminds the viewer that Allstate has survived through 12 recessions Allstate wants the viewer to know they have been in business for a long time and will be in business for a long time to come
4. Allstate – Back to Basics Images take you from a dark time to happy time with family start in black and white shows pictures of the great depression People seem sad Then start showing people smiling and spending time together Images switch to color This gives the viewer a sense that things are getting better Haysbert offers people hope by saying bad times seem to force people back to basics He tells the viewer that after a recession people re-evaluate their priorities and get back to basics He calls the Basics (the small things in life): A home cooked meal Time with loved ones Appreciating the things we do have, those are the things we can count on The company wants you to believe these are the important things in life (not the things that have been lost during the recession) Haysbert says you need to protect these basics, and you should put them in the “good hands” of the people at Allstate
5. Allstate – Back to Basics Intent: Reach the views on a personal and emotional level They use the economic decline to make the view feel vulnerable Allstate wants you to feel you are not alone in this tough time Allstate wants you to believe they know what you need “after the fear subsides” And that you need to protect these “basics” with Allstate insurance Lots of companies use the current economic climate, where good or bad, in their commercials to make people feel like the company understands their needs and the situations they are facing.
6. Allstate Back to Basics January 2009