Allstate and Leo Burnett USA have recently launched a highly integrated, highly produced campaign - and the buzz on it started about eight weeks ago. Sleepy Chicagoans witnessed a car fly off a city landmark, the Marina Towers, into the Chicago River early one Sunday morning. The action was all due to the filming of the feature spot for the Allstate® Your Choice Auto Insurance with Accident Forgiveness campaign. Every national news network covered the event -- and video and web-sharing sites had footage within hours of the car breaking the water.
The culmination of the efforts is a 60-second and 30-second spot that broke during the Allstate Sugar Bowl on January 3rd. The spot, an homage to the car chase movie genre, explains that the chances of a driver being in a movie-style car crash are one in one billion -- but the chances of being in an everyday crash are one in eight. Following the debut, the 60-second versions are running on TV during the Sugar Bowl and during the national championship game, subsequently in national cinemas. The 30-second version will run nationally for four months.
All "How'd they do that?" questions will be answered at www.allstate.com/crash. There, a series of "making of" videos explain the ins and outs of the production and behind-the-scenes footage from all involved -- including the director, Phil Joanou. (Joanou most recently directed the movie "Gridiron Gang" and is also known for his work on U2's music videos and a number of commercial productions for brands like Nike and Panasonic.) A print spread in People Magazine, as well as number of single page print ads round out the integrated effort.
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