Allstate Parent Teen Driving Contract
- Client Info: Allstate Insurance company
- Project: Parent Teen Driving Contract
- Prepared by: Allstate Insurance
- Approved by: Various TV networks
- Background/Overview: Allstate Insurance is one of the largest insurance agencies in the world. Trusted and well known they strive to portray a serious, realistic view of the necessity of insurance and safety. For this particular ad, Allstate creates an impact with a statistic by the narrator stating that "every year 6,000 teens go out for a drive and never come back." Allstate wants to make sure to include every type of person that way the viewer, no matter who they are, can somehow relate to the emotions going on in the commercial.
- The objective is to set an emotional reaction within the viewer, particularly parents, causing them to react to the request they make that by "just talking to your kids could make a difference" and then suggesting the Parent Teen Driving Contract.
- The target audience is parents; more specifically parents of teens who have recently gotten their license.
- The single most important thing we want to say is that the viewer (the parent) can help lower the number of teen deaths due to car accidents by having a heart to heart conversation and understanding/agreement with their child (Parent Teen Driving Contract)
- The supporting rational reasons include the fact that the commercial states that the amount of teen deaths in car accidents can be prevented by the viewer. The ad definitely hits home on the emotional side by having kids that the viewer can relate to, being able to visually picture and see the amount of cars in the commercial, the acoustic music playing in the background, and finally the last glimpse of the girl turning around to look back at you from the backseat.
- Insights include putting yourself in the place of the parent who just lost their child. Helpful information includes the statistics listed in the commercial.
- The creative team needs to be able to emotionally reach the audience since our main focus is a relationship between a child and a parent. It needs to have meaning, be powerful yet not blown out of proportion to where it appears unrealistic.
