Allstate debuts new Spanish Language TV Commercials with Ochoa.

As the Mexican National Team (MNT) begins their journey in South Africa today, they will rely on the goalkeeper as their ultimate line of defense and protection. As such, Allstate has partnered with goalie Guillermo “Memo” Ochoa on two new television commercials that are both aligned with Allstate’s soccer communication platform: “Protection is our game.” The two commercials, “Wall,” and “Gloves,” feature the international soccer star doing what he and Allstate do best: protect.

The second will debuted as Mexico faces South Africa in the opening game of the World Cup. The 30-second commercials leverage the brand’s sponsorship of the MNT and will air in major U.S Hispanic markets throughout the World Cup and beyond.

“As an exclusive sponsor for the past four years, Allstate has been engaging fans of El Tricolor at a high passion point while driving home a commitment to helping our customers protect what matters most,” said Megan Dawson, marketing lead consultant at Allstate Insurance Company. “Our latest work takes this engagement to a new level and while both commercials embody the idea of ‘Protection is our Game,’ each takes a very distinct creative approach.”

The concept behind “Wall” represents the comprehensive protection Allstate offers its customers. With every save, an outline of Ochoa’s body is frozen in mid-air through a 3-D effect known as “time slice,” creating an impermeable wall that completely protects the goal when the opposing team attempts a penalty kick. The main message being communicated is that when it comes to protection, you can be covered from every angle.

In addition, Allstate’s “Good Hands” are simulated in the action-packed “Gloves” commercial, which showcases the affinity fans have for the MNT. When Ochoa accidentally drops his goalie gloves while boarding the team bus, the entire community works together to recover his misplaced gloves and safely return them to him prior to the start of the game, communicating that you would do anything to protect what matters most.

Creative agency Lapiz, under the creative direction of Javier Osorio and Eduardo Cintron, led the conception and production of the TV commercials, and Briton Gerard de Thame directed them.

These new commercials are part of an award-winning multimedia campaign supporting this sponsorship, illustrating the importance of protection on and off the field. The campaign includes an award-winning interactive Web site – proteccioneslajugada.com – which features Ochoa, as well as blog entries from Mexican soccer legend Luis Roberto Alves “Zague,” who will be tweeting live from South Africa throughout the World Cup. Interactive features on the site include sending messages via the bleachers, orchestrating team chants, and customizing your own soccer ball, as well as placing Memo Ochoa’s famous hair on personal photos.