Allstate Insurance Company announced that it is launching a new advertising campaign leveraging one of the most recognized phrases in America -- "You're In Good Hands With Allstate(R)" with a new campaign that celebrates the company's position as an industry leader. The new approach themed: "The Right Hands Make All The Difference" has been designed to look and feel like anything but insurance advertising.
The campaign will feature the hands of people whose special qualities allowed them to make a difference in their world.
"The Right Hands Make All The Difference campaign aligns the personal values of the individuals featured with the values of the Allstate brand," said Jill Weaver, vice president, brand strategy and marketing communications, Allstate Insurance Company.
The new campaign will launch in support of Allstate's official home and auto sponsorship of the 2002 Olympic Winter Games. The debut ads first appearing in the December 17 issue of Sports Illustrated Olympic coverage edition, feature gold medalists Bonnie Blair, Brian Boitano, Dan Jansen, Picabo Street, and Kristi Yamaguchi, along with members of the 1980 Men's U.S. Olympic Hockey Team.
The print campaign will continue beyond the 2002 Olympic Winter Games. The hands of other famous or remarkable newsmakers including Mario Andretti,Joe Montana, Jerry Rice, Ann Lai (inventor and winner of multiple science awards), and Vice Admiral Tony Less will fill out the campaign in subsequent months.
"The Right Hands Make All The Difference campaign uses artistic photography to provide a contemporary and a decidedly un-insurance like approach to advertising, that is unique to the Allstate 'Good Hands.' It speaks to our commitment to making a difference, our eagerness to help our consumers with their needs and to our expanding product portfolio designed to
meet those needs," said Weaver.
In addition to print, the campaign will prominently feature television and radio ads. Media buys are scheduled in prominent national publications beginning in December of 2001, followed by television and radio in first quarter 2002.