Allstate gay ad
How Allstate engaged LGBT consumers
Georgina Flores, VP/Integrated Marketing Communications at Allstate, discussed this subject at the Association of National Advertisers' (ANA) 2015 Multicultural Marketing and Diversity Conference.
"We are the 'Good Hands' company," she said. "We have been putting people in good hands for about 85 years. We're really proud of our history." (For more, including further campaign details, read Warc's exclusive report: Allstate holds hands with LGBT target.)
Talking to LGBT consumers, however, showed that insurance often represented a point of difficulty, as applicants have to "share a lot of personal information", and are unsure about how this might impact the policies they are offered.
"We wanted people to know that Allstate treats all people, all couples and all families with respect and without judgement," said Flores. "Everyone deserves to feel protected and safe, no matter who they are and who they love."
In addressing that issue, she reported, Allstate
Allstate Wins Pride With Crude and Moving Commercial
It’s effortless to cast a cynical eye at corporate efforts to court the favor of the LGBTQ society, especially when they arrive off as tokenistic in their approach. But in recent months we’ve seen a surge of commercials and ad campaigns that feel, even to my cold, jaded heart, enjoy they’re coming from a pretty genuine place. The difference between the former, slip-a-gay-couple-in-with-the-normal-people paradigm and this new mood is, I think, one of unapologetic boldness—as in the recent Honey Maid triumph—and, perhaps, the involvement of actual queer people in the campaign creation.
That kind of true gay experience is palpable in Allstate’s deeply poignant new ad, released as part of their 2014 #OutHoldingHands Pride strive, called “Safe in My Hands,” a play on the insurance company’s “You’re in Good Hands” slogan. The spot—almost a brief film—features the beautifully animated story of a dude who struggles growing up with an oversized hand, set to a moving score by Eli Loeb. If that metaphor for gayness sounds contrived (it struck me that way at first), give the video a moment or two longer. As our protagonist goes from dealing with po
Allstate Insurance Debuts Modern Gay-Friendly Commercial and the Video Is Surprisingly Touching
We're entering an era where companies don't need to be afraid to be LGBT inclusive anymore. Instead, it's the companies that challenge gay rights or speak against marriage equality that often are boycotted or find the most public resistance.
As such, corporations have started creating commercials that don't just hold a fleeting shot of a token gay couple but feature actual lgbtq+ stories. There was the "controversial" Honey Maid ad, which inspired a second video that only furthered their stance that love is desire. Now, there's this new Allstate Insurance commercial.
It's called "Safe in My Hands," featuring an unique song by Eli Lieb. The animated short follows a boy with one large hand. The imagery is a little heavy handed (no pun intended) but does nail the sentiment of differentness many LGBT identifiers feel...
Until he finds someone like himself: "We believe everyone should be treated with respect and without judgment no matter who they love," Allstate says on their site, a sentiment reiterated
Allstate Supports Gay Couples With Touching Animated Film
FacebookEmailXLinkedInRedditBlueskyWhatsAppCopy linkImpact Link
This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now.Have an account? .
A new animated film from Allstate encourages equality and protection for everyone.
The ad tells the story of a lonely young bloke as he searches for someone to accept him for who he is, and features an animated version of openly gay singer Eli Lieb. The story is beautifully told to Lieb’s ballad “Safe In My Hands.” The release of Allstate's new ad comes just in time for LGBT pride month.
Lieb told Mashable that he hopes that his tune, along with the animated ad from Allstate, can facilitate people who may be struggling with their own individuality feel confident and comfortable in their own skin.
The film opens in a baseball field as a juvenile boy with an oversized hand picks up a baseball and waves it proudly in the air, but the weight of his own hand is too much for him. He falls over and starts to cry.
Now grown up, the young man sits in a diner, a
With the Supreme Court’s decision making same-sex marriage legal in the United States, and the increasing acceptance of the LGBT community into the mainstream, 2015 has certainly been a landmark year for civil rights and advancement. On Sunday, a new ad featuring two gay dads was posted on Allstate Insurance’s Facebook page, perhaps signaling a modern era that celebrates diversity and inclusion within the mainstream media. It was only in 2013 when Cheerios featured an interracial couple in one of their ads, causing a backlash of racial remarks that forced the company to disable the comments section on their YouTube channel. Now in 2015, there has been a soar in the number of companies willing to film gay couples in ads that sell their products and services.
In the two-minute Allstate commercial, same-sex attracted dads Danny and Andrew are seen in an interview discussing fatherhood and the recent changes in their lives. “Within our lifetime, we have gotten married and had a child,” one father says. “Twenty years ago, that wouldn’t have happened. So my hope is that she does not deal with the same obstacles that we did. But I’m not wishing her no obstacles. Just ones that will ma