“Back to Basics”: Allstate Campaign Addresses the Real Lessons of the Recession

“Will we remember this as a Great Recession? Or the Recession that made us Great?” Allstate’s “Great Recession” commercial is one of several in their“Back to Basics” campaign.

Rather than ignore the fears and unrest of their consumers as we face the unknown in these tough economic times, Allstate’s campaign, featuring Dennis Haysbert, reminds us that despite our past behavior of spending money to have the best or the biggest, times have changed, and we have changed as well. “Living well now means “living within our means”. Haysbert reminds us that Allstate has made it through 12 recessions since the company first started, and that as scary as today’s economy is, we are still able to remember the joys that come from the basics in our lives. The phrase “Things are not as important as the future we’re building with our loved ones” reminds the viewer there is a future ahead, and because of the major changes brought about by the recession, we get to build what our futures will bring and placing our future in the “good hands” of Allstate will help us to get through. They have the experience and the means to make sure we are not alone. The “Back to Basics” campaign consists of several commercials—one including part of FDR’s speech from the Great Depression, which reminds us this is not the first time the country has experienced financial troubles and appeals to our knowledge that those who lived during the Depression made it through to a better future. The campaign appeals to the viewers’ multiple emotions surrounding the recent recession—our fears, anxieties, doubts, and hopes for the future. The advertisement does not appeal to our fears to coerce us, but rather implies that although everyone is scared, Allstate is here to help those who seek out their assistance. These ads stand out against many others by taking a serious and direct approach about our country’s situation, and by reminding consumers, businesses and the advertising industry we all need to remember the basic, fundamental parts of our lives-our families, our friends, our futures—and make sure those are secure. This campaign shows that the advertising industry has the ability to make appealing, effective advertisements. The industry has a responsibility, both to make a profit for their clients, but also has a responsibility for to the consumer. Here, these promote managing our money well, investing in the important things and reminding the audience they can still live happy, fulfilled lives and be secure in their financial situation – by simply reminding the viewer while money is an important part of our lives, being with the people who matter matters more. The ad’s calming feel—dimmed colors, shots of families and friends, and Haysbert’s soothing voice—all help to reduce anxiety over the unknown. The advertising industry as a whole should take note that this ad campaign went against the flow—it directly addressed everyone’s economic fears and by making us appreciate it’s OK to be scared, let’s us know we’re not alone and overall things aren’t that bad. The tasteful and creative manner of the ads should also remind advertisers there are ways to be creative and effective without using shock tactics or being “in our face”. Sometimes the best way to reach someone is by letting the consumer know, “uncertainty will not rule our lives, when we put our lives in good hands.”