Allstate introduces ‘Mala Suerte’ in new Hispanic ad campaign.

Steeming from the success of its national general market advertising campaign “Mayhem,” Allstate has introduced “Mala Suerte” to Hispanic audiences to highlight the protection, value and peace of mind that Allstate provides when bad things happen.

The word “mayhem” has no literal translation in the Spanish language, which led Allstate to create “Mala Suerte” to resonate more directly with Hispanic consumers. Consumer research showed that many Hispanic consumers blame fate or bad luck for an accident and are more likely to find fault with circumstances rather than a person who may have done something “wrong.” In addition, Allstate’s consumer research revealed a desire among Hispanic consumers to learn more about types of insurance products available to help ensure they have proper coverage.

“We want to engage Hispanic consumers with smart humor and cultural nuances that illustrate situations that lead to mishaps on the road,” said Georgina Flores, senior marketing manager for Allstate Insurance Company. ’Mala Suerte’ sets the stage for chaos and personifies the unfortunate set of circumstances that created it, and we want to emphasize than an insurance provider like Allstate understands cultural needs and can provide consumers and their loved ones with the protection needed in these unfortunate situations.”

In the debut television ad titled “Soy La Mala Suerte/Intro,” Mala Suerte, played by Spanish actor Alberto Mateo, is introduced as a clean cut, polished and confident-looking man. However, his mere presence creates a series of misfortunes that are meant to remind consumers of what can go wrong and the protection Allstate can provide when they do occur. In the commercial, Mala Suerte startles a window-washer, which causes a bucket to fall several stories and land on the hood of a car. The ad closes with the voice of Allstate saying, “Dollar for dollar, nobody protects you like Allstate.”

The Mala Suerte television commercials will be supported with a holistic media campaign that includes print, radio, online and social media. Consumers can visit MiAllstate.com/MalaSuerte to play a card-reading game where Mala Suerte deals you your luck to better prepare you when he crosses your path. Mala Suerte is also present on Facebook and Twitter – consumers can “Like” Soy La Mala Suerte on Facebook and have messages in their newsfeed for ways he can mischievously cross your path. The latest TV ads are also available on the page.