Today I want to talk about a commercial I saw the other day. It was very hectic and eye-catching. Here is the link, All State ad . The ad starts out with a guy at the scene of an empty tailgate party, with trash everywhere and a car, smokng and on fire, right outside the stadium. The narrator says" I am your tailgate grill. Your buddy was in such a rush to get to the game, he didn't have time to put me out." Then, it goes to a scene of the fire inside the car next to an industrial size can of lighter fluid, as the narrator describes this stressful scene. The car blows up and the narrator says " if you got cut rate insurance, you could be paying for this yourself. Get an Allstate agent and be better protected from mayhem, like me." The beginning of the ad is meant to give an odd, but realistic example of a hectic situation. Possibly something that the watchers can relate to, then state that All State would cover this kind of an accident. Showing that this insurance company covers everything you might need it for, because they know that accidents happen. The video ends with the signature deep voice asking if you think you are in good hands.
The ad is organized to show how fast accidents can happen, like the explosion, because a grill was left on, it all happened in thirty seconds. The target audience is the average American because it is at a tailgate party and those are basically an essential in America. The video creator wants the person watching to see how fast an accident can go to a catastrophe that you will pay a lot of money for if you have regular insurance. The deeper message is that life happens and no one is perfect, everyone has accidents and people need to prepare for those. We need to get prepare for life with All State, that is how the ad persuades us to buy their insurance. I like how much this ad packs into a thirty second time slot, it is interesting to break down an ad scene by scene to really understand it.
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