• by Tanya Gazdik , March 11, 2014

Allstate Insurance Co. is launching a campaign aimed at Hispanic consumers that is a celebration of the life journey of Hispanics in the United States. 

Titled “Viviendo en Buenas Manos” (Living in Good Hands), the multiplatform effort includes five TV spots, radio, digital and social media. It was developed by Lápiz, a Leo Burnett Agency.

“Road of Life” is the campaign anthem and the first spot in the series. It highlights key moments in the journey of Hispanics who come to the U.S. in search of a better life, highlighting the hard work and the rewards that come from it. 

“Waiting,” the second spot to debut during the campaign, is product-focused and highlights Allstate’s Claim Satisfaction Guarantee, stating that “after an accident, we’ll resolve your claim fast and hassle free or we’ll give you your money back. No questions asked.”

“‘Viviendo en Buenas Manos’ is about the pursuit of a better life and it reminds people that while working hard to get to the next level on that journey, they should pause, enjoy and celebrate all of the good things in life that are all around them,” said Georgina Flores, director of multicultural marketing for Allstate Insurance Company, in a release.

The product ads will continue to provide glimpses of everyday situations that can stop you momentarily, but also how quickly consumers can go back to enjoying life when they are well protected.

“Our new campaign is a continuation of Allstate’s longstanding marketing programs to connect and engage with the Hispanic community,” Flores said. “Hispanic Americans strive to protect their families and the things that are valuable to them. ‘Viviendo en Buenas Manos’ aims to demonstrate how Allstate can help protect what means most to you so you can make the most of life. That’s living in Good Hands.”