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Allstate’s first campaign to push its financial services targets baby boomers pondering retirement. TV spots from Leo Burnett use the Beatles tune, “When I’m Sixty-Four.”
“Our focus is on communicating that we are now a financial-services provider with a focus on retirement,” said Jill Weaver, Allstate’s vp of brand strategy. “It’s about our transformation.”
Backed by a version of “When I’m Sixty-Four” sung by Julian Lennon, the first spot depicts a family going through various stages of life—from newlyweds to nuclear family to retirement.
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