Leo Burnett puts a twist on the familiar "You're in good hands with Allstate" tagline in a campaign that introduces the insurer's venture into financial services through stories of Olympic and professional athletes.
"It's an evolution of what has been the brand equity of being in good hands," said Jonathan Hoffman, executive creative director at Burnett, who is taking over the business. "It's taking that into the next era."
Print ads set to break in the Olympic-themed Dec. 17 Sports Illustrated introduce the theme, "The right hands make all the difference." The theme, which is used as a headline, was devised by executive creative director Gerry Miller, whom Hoffman replaced on the business. Photographs depict the hands of notable personalities in sports.
"It's a bridge from being a protective insurance company to being a slightly more aggressive financial- services provider," said Jeannie Caggiano, creative director at Burnett.
The first phase of the campaign depicts the hands of Olympic athletes such as speedskaters Dan Jansen and Bonnie Blair and figure skater Brian Boitano to tout the Northbrook, Ill., company's first sponsorship of the Winter Olympics. The athletes' hands are shown together and individually, with text showing how their personal stories relate to Allstate.
The Dan Jansen execution notes, "Life's ups and downs couldn't stop him from winning in the end," just as Allstate's commitment to "protecting your world from life's ups and downs will make you a winner in the end."
Television spots breaking in January will adopt a similar positioning but will feature "the people behind" the personalities, said Jill Weaver, Allstate's vice president of brand strategy and marketing communications. The campaign will continue the "You're in good hands" tagline.
"TV spots are going to talk about [our] transformation to a financial- services company," Weaver said. "It will show how the right people behind you can make all the difference."
Future efforts will use other personalities, such as 16-year-old in-ventor Ann Lai and football star Joe Montana, to show how their stories relate to Allstate's portfolio of services and products, Weaver said.