Allstate is launching a campaign that positions the insurance company as a “modern, innovative brand for the future.”
Building off of the tagline “It's good to be IN good hands,” the creative from Leo Burnett reflects the company’s business transformation.
"We're redefining what it really means to be in good hands," said Sanjay Gupta, executive vice president, marketing, innovation and corporate relations, Allstate Insurance Co., in a release. "We're taking all the best attributes of our iconic brand and completely modernizing it with a fresh and dramatic new look and feel, provocative and fun celebrity talent, and a clear and contemporary message.”
The integrated effort will include celebrity "cameos." The first spot features comedian and actress Leslie Jones.
The campaign will be seen across a variety of advertising and marketing mediums, including television, digital and mobile, online video, social media, radio and print advertising.
Creative builds upon the equity of the Allstate logo and tagline, incorporating bold, vibrant colors and graphics to help Allstate get noticed, especially in the digital and mobile space.
“We understand the things that attract people to brands — like cool apps, rewards and customized experiences — and it's time we let people know Allstate offers this and can make their lives easier and help them stay a step ahead,” says an agency spokesperson.