At first glance, we see car keys personalized by key chains. The thing that caught my eye was that all these keys are hung up, tacked to a white background. The caption reads in bold: "Thousands of teen driving deaths can't be ignored. But they can be prevented." This is probably the most powerful Allstate ad I have ever seen.
This ad represents of the tragedy of teen driving deaths. The caption lets us know that these are the keys of teen drivers. The keys on the white background is so simple, but the keys themselves speak louder than the caption ever could. We realize that these are keys all teens' car keys that will be hung up forever and never used again by the driver. The hanging keys are each and every teen driver that has lost their life.
Because I found this ad in a Better Home and Garden magazine, the target audience would mainly be moms of teen drivers of any social class. Moms want to make sure that there children will be "in good hands." They also want to rest assured that they have the best insurance to take care of them when worse comes to worst. This pairs with the message that Allstate has got your back when it comes down to teen driving. It will be there to protect us and prevent teen driving deaths. The message that it communicates to moms is that their children will be safe, so there will be nothing to worry about. Much like the caption, we cannot ignore all those hanging keys, because it takes up the whole ad, but Allstate can prevent more keys from being hung up. It's implicitly telling us that other insurance companies can't always be there for us as much as Allstate has always got our back.
The simplicity of this ad adds to its effect. The lighting looks natural, and nothing stands out more than anything else. This simplicity makes this ad seem like it could easily be just another key that hangs on the wall of a grieving family. It looks too real that it emphasizes the message and makes parents, especially concerned moms, realize that they never want to be in that position, so they will get Allstate.
The realness of this ad is mostly expressed through the plain folks advertising technique. As I said, any of those keys could be of any teen driver. It can fit into any family. With that being, Allstate would be a practical insurance to have for an ordinary family, especially those with teens. It makes sense to moms to have this insurance, because they all share a common concern in protecting their children. The other technique that is used in this ad is simple solutions. Allstate sends us the message that by simply trusting their insurance, then will be promised to be in good hands. Moms won't have to worry about anything because teen driving deaths will be prevented.
The biggest appeal that is used in this ad is the need to feel safe. This appeal is mainly directed to mothers who want to make be sure their children are safe on the road. This is need is promised by Allstate, because it will prevent teen driving deaths. All concerned moms want to be sure that their children are free from any threats that they may be faced with. Another appeal is the need for guidance. Although this ad does not have the Allstate guy to explicitly tell us that everything will be okay, the caption does that for us. It appeals to our need to feel as if we are all taken care of. But I can imagine the Allstate guy telling us "You're in good hands." Either written on the bottom corner or being told by the Allstate guy, this ad assures us that there is nothing to worry about. Moms especially won't have to worry about having to hang up their child's keys, because Allstate will protect them.
I thought this ad was very powerful and did a good job in conveying the message. If I was left with a strong impression of this ad, then I am sure that other audiences felt the same way. Parents may have felt the urge to protect their children just by seeing this ad.
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