• by Tanya Gazdik , April 1, 2010

Actor Dennis Haysbert makes his Spanish-speaking debut in new ads from Allstate.

The new TV spots emphasize the importance of having the best protection and assure viewers that "Con Allstate, estás en buenas manos." ("With Allstate, you're in Good Hands.") Since 2003, Haysbert has delivered his trademark baritone, reassuring messages such as "That's Allstate's Stand."

Haysbert will appear in several new spots this year, including one that will launch in coming months* titled "Protection." The ad reinforces the fact that because consumers want to protect their families, Allstate provides them with the best protection at a price that's affordable: "Allstate pone la major proteccion a tu alcance." ("Allstate gives you the best protection that's within your reach.")

Another spot, "Enough," emphasizes how local Allstate agents can help consumers save money, and "Cell Phone," which promotes the importance of safe driving and specifically, the Safe Driving Bonus check feature of Allstate's Your Choice Auto insurance product.

"Break Up" will emphasize the ease of switching to Allstate with the assistance of an Allstate agent, and the savings consumers can enjoy if they do -- and will feature music by José José, a popular Mexican singer known among generations of Hispanics for his romantic ballads. Another commercial slated to air in coming months ("Good Night") will showcase Allstate's 24/7 availability -- via Allstate agents, online or via phone.

The ads will appear in all major Hispanic networks and various Spanish cable networks, according to an Allstate spokesperson. The flight is open-ended, with new ads appearing throughout the year. Allstate also is developing radio and print to support the new TV commercials. Chicago-based Lapiz is the agency of record for Allstate's Hispanic advertising.

Allstate was the 25th-largest advertiser in the Hispanic market in 2008, according to TNS Media Intelligence data, with $46.2 million in measured media ad spending.

There are 49 million Hispanic-Americans in the U.S. But by 2050, there will be 133 million, says Graciela Eleta, senior vp of Univision, who spoke recently at the 4As. The U.S. Hispanic economy is $909 million. This GDP will double -- soon, Eleta notes.

Eleta notes that 54% of people under 18 in major cities are Hispanic-Americans. "Marketers need to jump the line," she says. That means over-the-line marketing -- not as an afterthought. "You have to make sure this doesn't fall through the cracks."

* Editor's note: The story was amended after posting.