Allstate Vows to Protect Your Firsts in This Lovely Ad About a Gay Couple’s First Child

An intimate take on family

A gay couple and their daughter are the centerpiece of this family-focused ad for Allstate. After the pair explain their year of firsts—including their marriage, and the adoption that followed—Allstate pledges to "protect your firsts, and every moment in between." 

The tone is refreshingly casual in its treatment of the couple's sexuality, which feels tertiary compared to the unique and universally relatable joys of first-time parenting, and the importance of family. It's a pleasant signal of things to come; as gay couples grow more commonplace, their media depictions will also become more genuine. 

Feel-good progressivism aside, the ad—by T3 in Austin, Texas—is well put together. And while Allstate probably should have integrated its brand a bit more obviously, we're glad they didn't. This is one of the few cases where the "Oh, by the way, this is a commercial" approach works well.

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