Allstate debuts Hispanic advertising by Lápiz.

This month Allstate will introduce the first in a series of national television and radio ads targeted to Latino consumers from its new Hispanic agency of record, Lápiz. The effort is a continuation of the company’s “Our Stand”/ “Así Piensa” campaign and will promote the benefits of Allstate’s Your Choice Auto program.

The first ad, called “Clones,” started airing last week on major Hispanic networks and cable channels. The ad features a woman in her car, joined en route home by three of her own clones, each clamoring for her attention—sharing a text message, demanding an opinion on a new pair of shoes, etc. Despite their appeals, she keeps a steady eye on the road. When she gets home, she finds an Allstate Safe Driving Bonus Check in her mailbox as the voiceover reads: “Avoiding distractions should be rewarded. For every six months without an accident, Allstate will give you a bonus check.”

A second spot, called “Big Drama,” premiered during the popular Latin award show Premios Lo Nuestro on February 21 on Univision. In the ad a distracted driver becomes the center of attention—in the form of an impromptu musical—after he has a rear-end collision. Bystanders gather around making a fuss about the scene until he shrugs them off, saying “stop the drama – it was just an accident.” Covered by the Accident Forgiveness feature of Allstate’s Your Choice Auto product, he knows he’ll be back on the road in no time and his rate won’t be affected.

“This new campaign really leverages humor and the power of storytelling to capture the unique way many Hispanics perceive things such as risk, danger, safety and the role of an insurance company,“ said Laurence Klinger, senior vice president and chief creative officer of Lápiz. “While Allstate’s ‘Our Stand/Así Piensa’ campaign has great equity, our goal in this first effort on Allstate’s behalf was to connect with the Latino consumer on a more personal and emotional level.”

“These new commercials build on the success of our previous Hispanic-targeted advertising while more deeply leveraging Hispanic consumer insights,” said Lisa Cochrane, Allstate’s vice president of marketing. “The spots deliver our brand and product message and are fun and entertaining – we’re thrilled with the final product.”