Mendes Directs ‘Our Stand’ for Allstate

CHICAGO Allstate stresses the personal connection between its brokers and customers in comparison to that of low-cost insurance providers in a new campaign from Leo Burnett here directed by Sam Mendes.

The television effort, which breaks Wednesday, features actor Dennis Haysbert of Fox’s 24 and the film Far From Heaven, addressing the camera directly. In one spot, Haysbert stands next to a payphone and asks: “If you needed your insurance, who would you call? Not the name of a company, but the name of a person.” As the spot goes on to stress the commitment of local Allstate agents, Haysbert asks, “Are you in good hands?”

“With the ‘Our Stand’ campaign, we wanted to make consumers question their current insurance relationship. We do that by starting conversations with consumers, forging an emotional connection and asking point-blank: Are you in good hands?” said Jeanie Caggiano, senior vice president, creative director, Leo Burnett USA.

Sam Mendes, the Oscar-winning director of American Beauty, directed the first four television spots in Allstate’s “Our Stand” campaign.

In addition to television, the effort will include radio, scheduled to launch later this month, and a print push beginning in January.

The campaign came after a summer and fall of tense meetings with the Northbrook, Ill., insurer, in which the shop struggled to come up with a follow-up to the campaign themed, “The right hands make all the difference,” sources said.

Spending for the effort was not disclosed.