“A home-cooked meal, time with loved ones, appreciating the things we do have, the things we can depend on”: In a TV commercial voiced by actor Dennis Haysbert, Allstate enumerates some of the small things that people find pleasure in after the fear subsides. The spot conveys the brand’s back-to-the-basics message with a we’ve-been-here-before authority and a sense of calm, conveyed by Haysbert (with just the right pauses for effect) and an equally soothing soundtrack. Allstate has made the subtle “Good Hands” pitch (protecting these small things) seem genuine.
The Allstate spot is among an array of efforts highlighted in a worthwhile New York Times article looking at soft sells during hard times. Others include Travelocity’s gnome announcing deep hotel discounts; the Francesco Rinaldi pasta sauce brand’s pitch that you can “feed a family of four for under $10”; and the Snuggie wearable fleece blanket infomercial that touts heat savings.
0 Response to “Back to basics, deep discounts, heat savings: Among recessionary sales pitches”