Northbrook, IL, Jan. 21, 2001— For the first time The Allstate Corporation is introducing a national campaign focusing on the company’s transformation to a financial services provider. Featuring the perennial Beatles song “When I’m Sixty-Four”, the advertising inspires viewers to imagine what their retirement will be like, when they’re 64.
As a provider of property and casualty products for more than 70 years, Allstate has been well known for protecting consumers. The new advertising communicates that Allstate offers even more than insurance — that Americans can rely on Allstate for retirement solutions and financial products as well.
These commercials will feature singer and songwriter, Julian Lennon, who has never previously recorded a Beatles song, singing his rendition of the classic Beatles hit. Allstate is one of only a handful of companies ever to gain the rights to use a Beatles song for commercial purposes.
“The ad campaign strengthens the link between Allstate’s reputation as a trustworthy insurer to that of a provider of retirement solutions and financial products,” said Jill Weaver, vice president, brand strategy and marketing communications, Allstate Insurance Company. “Many individuals are unaware that they can purchase mutual funds or annuities and enroll in IRA’s through us to assist them as they plan for a secure financial retirement. The campaign clearly communicates that message to the largest population segment in history, the Baby Boomers.”
The “When I’m Sixty-Four” commercials both raise awareness of Allstate’s position in the retirement industry as well as provide information on specific products. The commercials are part of Allstate’s new “The Right Hands Make All the Difference”SM campaign.
The “Right Hands” umbrella campaign focuses on Allstate having the “right hands” to provide products and services that make a difference in consumers’ lives.
Additional “Right Hands” ads will feature the hands of athletes and other famous or notable individuals, including Olympians Brian Boitano, Dan Jansen and Bonnie Blair. Subsequent ads will feature Mario Andretti, Joe Montana, Jerry Rice, Ann Lai (inventor and winner of multiple science awards) and Vice Admiral Tony Less of the Blue Angels.
The TV and radio advertisements were developed by Leo Burnett USA, Allstate’s advertising agency of record for the past 44 years.
The Allstate Corporation (NYSE: ALL) is the nation’s largest publicly held personal lines insurer. Widely known through the “You’re In Good Hands With AllstateР’В®” slogan, Allstate provides insurance products to more than 14 million households and has approximately 13,000 exclusive agents in the U.S. and Canada. Customers can access Allstate products and services through Allstate agents, or in select states at allstate.com and 1-800-Allstate. EncompassSM and DeerbrookSM Insurance brand property and casualty products are sold exclusively through independent agents. Allstate Financial Group includes the businesses that provide life insurance, retirement and investment products, through Allstate agents, workplace marketing, independent agents, banks and securities firms.
Allstate Financial Group is a business unit of The Allstate Corporation (NYSE: ALL), representing the affiliates that provide life insurance, retirement, investment and health and disability insurance products. Allstate Financial is the marketing name for Allstate Life Insurance Company, its subsidiaries and certain affiliates. Widely known through the “You’re In Good Hands With AllstateР’В®” slogan, Allstate Financial can help its customers achieve a secure financial future with a broad array of retirement solutions. Allstate Financial is also a premier provider of variable annuities and long-term care insurance. In addition, through workplace marketing, Allstate Financial offers life, health and disability insurance through employee payroll deductions. Customers can access Allstate Financial products and services through approximately 60,000 financial professionals, including Allstate agents, independent agents, and banks and securities firms.
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