NEW YORKAllstate likens college football fans to safe drivers in the latest spot in its "Our stand" campaign from Leo Burnett.
The television commercial from the Chicago-based Publicis Groupe agency features actor and Allstate spokesman Dennis Haysbert in a football setting. He talks about how fans are often united in the stadium but divided in the parking lots after the game, which sometimes lead to unsafe driving conditions and accidents.
"During the game complete strangers unite, holding their fingers aloft in celebration of their team's greatness," says Haysbert in the spot. "But after the game, some of those same fans use their fingers ... for other purposes. When you leave the game, try to exercise some patience. You might even qualify for an Allstate Safe Driver Discount. Because good sportsmanship ... should extend to the road. That's Allstate's stand." He then asks, "Are you in good hands?"
The spot will break this weekend on ABC and ESPN broadcasts of college football games.
The Northbrook, Ill., insurer's college football marketing program also includes radio, print and online components. Spending was not disclosed. Allstate spent $190 million on advertising in 2003, according to TNS Media Intelligence/CMR.