Allstate To Unveil Ad Campaign Beyond Its “Good Hands” Tag

In its "first venture into Olympic sponsorship, Allstate Corp. wants you to know that you're not only in good hands, but golden hands," according to Jim Kirk of the CHICAGO TRIBUNE, who noted in a new campaign from Chicago-based Leo Burnett, Allstate is still relying on "You're in good hands," but also with a secondary line, "The right hands make all the difference." The campaign debuts this week in SI and will run on TV and elsewhere in print. Kirk wrote, "The campaign supports the insurer's multimillion-dollar sponsorship of the coming Winter Olympics, featuring the hands of a number of gold medalists in front of a background draped with the American flag." In one ad, the hands of gold medalists Bonnie Blair, Brian Boitano, Dan Jansen, Picabo Street and Kristi Yamaguchi are featured, along with their signatures and the phrases, "Strong hands, Committed hands, Winning hands, Good hands." Another campaign features the members of the '80 Gold-medal winning U.S. hockey team. Allstate execs said that there are "no plans to back away from the long running 'You're in good hands' line, but the company wants to set out a new course as it adds financial and other products that take the company beyond insurance" (CHICAGO TRIBUNE, 12/1).