)
Allstate and Wieden+Kennedy Portland debuted three new films highlighting and celebrating the people in our lives who have an all-knowing superpower.
There are people with extra antennae most of us don’t have. They notice more, analyse more, pay extra attention and are ready to help those of us who don’t. We all know people like this.
Wieden+Kennedy are also re-introducing a musical mnemonic based on Allstate’s classic You’re in good hands with Allstate jingle. Directed by O Positive’s David Shane, the films launched across TV, digital, and radio in the US on September 9 with its big media debut in The Allstate Crossbar Classic college football game.
It’s important to have “people who just know” in our lives. Maybe it's that co-worker who knows a podcast for every topic known to humanity; the family member who can instantly size up whether or not the new credenza you bought has any hopes of fitting in your trunk; or the spouse who knows the roads so well, they can beat the GPS every time. Some people just know, when it comes to thinking about which insurance to get. Those are the people who know you’re in good hands with Allstate. This new language construct gives us a repetitive framework that allows us to shine a spotlight on all the ways consumers are in good hands with Allstate.
In addition to leveraging a repetitive language construct to reinforce brand linkage, we’re also re-introducing a musical mnemonic based on our classic You’re in good hands with Allstate jingle. In this new work, you’ll hear the distinctive seven-note melody, with a new twist: the last three notes will be underscored with hands clapping to the rhythm to give it a more distinctive sound.
The takeaway is simple: When you choose Allstate, you know you’ve made the same choice as many others who know how to navigate life’s complexities. Making Allstate synonymous with “knowing” and the people who know things also adds a refreshing dimension to the confidence that comes from knowing “you’re in good hands.”
