Allstate Launches ‘Asi Piensa Allstate’.

“Asi Piensa Allstate” (That’s what Allstate believes) is the name of the Hispanic ad series that launched in major U.S. markets. The ads feature actor Esai Morales, who tells about the many benefits of having insurance protection from Allstate, including quality insurance at an affordable price. Morales is best known for his work on the television series NYPD Blue and American Family.

“We’re excited about this series, which is a continuation of the general market ‘Our Stand’ ad campaign, and the impact that it will have on this consumer segment that is very important to our business,” said Lisa Cochrane, vice president, integrated marketing communications, Allstate Insurance Company. “Our desire is to help Hispanic consumers protect their financial security today and prepare for tomorrow.”

The Hispanic campaign, which includes print, television, newspaper, radio and out of home, will run throughout 2004. The television commercials will air on network and cable stations such as Univision and Telemundo, as well as on the international Spanish-language variety show “Sabado Gigante,” of which Allstate has been a title sponsor since 1995. The spots were shot and produced by award-winning Spanish director Isabel Coixet, who is known for such feature films as “Things I Never Told You” and “My Life Without Me.”

“Allstate understands the tremendous growth potential and spending power of the Hispanic consumer market,” explains Maria Miyares, account director, La Agencia de Orci & Asociados, Allstate’s Hispanic agency of record and creators of the campaign. “This campaign, and the utilization of cultural icon Esai Morales, will enable Allstate to reach Hispanic consumers on a level with which they can identify.”

The advertising series includes four :30 TV spots, each with original creative. One of the spots, entitled “Cafe,” focuses on the value of agents and the personal assistance they provide their customers. The television commercial is based in a Hispanic coffee shop where the Perez family enjoys discussing their future plans, especially over a cup of coffee. Morales explains that Allstate understands this dynamic and that agents are willing to take the time necessary with their customers to go over important matters in detail.

Another spot, entitled “Boda” is centered around a wedding and focuses on Allstate as a reputable company that the Hispanic consumer can look to for help in protecting their assets and dreams.