In late 2008, we wrote in our “10 Trends for 2009” report that “The reality or the risk of money running short is a real incentive for consumers to find new ways of enjoying what they have and what they can afford. Rather than splurging on extravagant treats and ‘retail therapy,’ consumers will be cultivating simple pleasures as a more suitable and satisfying way to feel good.”
Allstate has been leveraging the theme of small pleasures for a year now (we wrote about a back-to-basics-themed spot last February). In a recent commercial, the insurer addresses this silver lining of the recession—a reassessing of priorities—in a poetic way. “In the last year we’ve learned a lot of lessons,” actor Dennis Haysbert intones. “We learned that meat loaf and Jenga can be more fun than reservations and box seats. And we learned that who’s around your TV is more important than how big it is. That cars aren’t for showing us how far we’ve come, but for taking us where we want to go.”
Getting to insurance, he goes on to say: “We learned that the best things in life don’t cost much. And at Allstate they don’t cost much to protect. So protect them, put them in good hands.”
Allstate continues to make its subtle “Good Hands” pitch (protecting these small things) seem genuine.
Photo Credit: http://www.youtube.com/watch?v=p3lvNbV4GPQ
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