Allstate Speaks to Troubled Times

NEW YORK Allstate speaks directly to these troubled economic times in "Back to Basics," a new execution of Dennis Haysbert-fronted TV spots that play off of the company's start in 1931.

Against a gallery backdrop of Dorthea Lange-era black-and-white photographs, Haysbert describes how Allstate has been through 12 recessions and as fears subside after initial economic shocks, people return to the small things in life like a home-cooked meal or time with loved ones.

As Haysbert speaks, the camera moves from the dark Depression photos to happier color images of families and friends sharing everyday pursuits. Haysbert circles back to Allstate by concluding: "It's back to basics. And the basics are good. Protect them. Put them in 'Good hands.'"

In a price-driven advertising landscape populated by British lizards, emotionally wounded cavemen and retro "Flo" with her tricked-out name tag, Allstate has taken a more serious, community-oriented positioning. In 2003, Allstate launched the 'Our stand' campaign featuring Haysbert, the actor best known as the first black U.S. president, David Palmer, on Fox's 24.

Last summer, Allstate drew attention when Haysbert declared that if America wasn't in a recession, it sure felt like one. (Allstate edited the spot after it was later established that the country had slipped into recession in late 2007.)

"Consumers are looking to simplify their budgets, but they'll invest in what's important," said Lisa Cochrane, vp, marketing, Allstate. "We've always been extremely affordable, but it's not just about being cheap. We say, 'You get what you pay for.'"

Jeanie Caggiano, Leo Burnett evp, ecd, said Allstate's "good hands" association is particularly apt in such unnerving times when consumers seek reassurance.

"We feel people are scared in a way we haven't seen in years," she said. "The current work is a mix of empathy and helpfulness. The ads reach out on an emotional basis: 'You don't have to feel alone in these tough times.'"

The helpfulness part of the equation is delivered in a new Web site application, Allstate.com/goodhands, which offers money-saving tips and promotions like a free one-day pass at Sam's Club on Jan. 30. A current offer from restaurant.com provides $25 of food for $5.

"Back to basics is more than an idea for a commercial," according to Nina Abnee, evp, account director, Leo Burnett. "The category dynamics are all 'price, price, switch and save.' We wanted to talk about value and right-sizing of budgets, how to find a bargain and how to make ends meet. Dennis [Haysbert] says frugality is back and that's not all bad."

The new TV spots broke on Jan. 1. National print and online is due in early February, and outdoor and radio will debut in March.

Allstate spent $355 million in measured media in 2007 and $290 million through October 2008, per Nielsen Monitor-Plus.