12.04 | Everybody in marketing and advertising - kill yourselves
Taking time out from being the President of the United States, Dennis Haysbert (AKA David Palmer) is hawking car and home insurance in a series of new TV ads:
Scare tactics are something we generally don't approve of in advertising. But in a new television campaign from Leo Burnett, Allstate is using them quite effectively to separate itself from - and rise above - discount auto insurance companies that have become a competitive threat.Like the report says, this gives me the fear. At least this is better than Kiefer pleading with us all to drive Fords.In this new campaign, Northbrook-based Allstate seems to be responding to insurers that have had success recently pushing low-ball pricing. Geico is one such insurer that springs to mind. You probably thought of Geico too because its highly amusing bad news/good news television advertising has been memorable and effective.
But if people were guffawing with Geico, be prepared to tremble when you see Burnett's new commercials for Allstate, which feature blunt yet evocative copy from Burnett copywriter Jeanie Caggiano. Imposing actor Dennis Haysbert is the sole performer in all four stark launch spots. He has an impressive vocal instrument that commands attention.
"Chair," set in a courtroom, is by far the most unnerving of the four commercials. Haysbert is seated on a table next to the defendant's chair, which he first describes as a simple piece of furniture. He goes on, however, to note that it can be the most intimidating place in the world to sit when you have been sued. And that's when Allstate can be of assistance, because it provides legal counsel.
In yet another spot Haysbert stares straight at the camera and talks about fires that have resulted from deep-frying turkeys during the holidays. He rightly points out trouble never takes a holiday, and, naturally, neither does Allstate.
