NEW YORK Allstate is taking its "Our stand" campaign to the Hispanic market with new advertising featuring actor Esai Morales.
Four 30-second spots will air on cable and network stations such as Univision and Telemundo, as well as on the international Spanish-language variety show Sabado Gigante, of which Allstate has been a title sponsor since 1995.
In one spot, a Hispanic family in a coffee shop discusses their life and finances, while Morales explains that Allstate agents "are willing to take the time necessary with their customers to go over important matters in detail." Another spot, "Boda," is centered on a wedding and focuses on "Allstate as a reputable company that the Hispanic consumer can look to for help in protecting their assets and dreams."
The effort, tagged "Asi piensa Allstate" ("That's what Allstate believes"), is from the company's lead Hispanic agency, La Agencia de Orci & Asociados in Los Angeles. The campaign, which will run throughout the year, will also include print, radio and outdoor.
"We're excited about this series and the impact that it will have on this consumer segment that is very important to our business," Lisa Cochrane, vice president of integrated marketing communications at the Northbrook, Ill., company, said in a statement. "Our desire is to help Hispanic consumers protect their financial security today and prepare for tomorrow."
The minority marketing dovetails with the agency's general-market and African American work, which features actor Dennis Haysbert touting the benefits of Allstate over discount insurers. Leo Burnett in Chicago is Allstate's general-market agency. Carol H. Williams in Chicago handles African American advertising.
–Brandweek staff report