Allstate Announces New Advertising Campaign; The Right Hands Make All The Difference(SM)

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Allstate Announces New Advertising Campaign; The Right Hands Make All The Difference(SM)

    NORTHBROOK, Ill., Dec. 3 /PRNewswire/ -- Allstate Insurance Company
announced today that it is launching a new advertising campaign leveraging one
of the most recognized phrases in America -- "You're In Good Hands With
Allstate(R)" with a new campaign that celebrates the company's position as an
industry leader.  The new approach themed:  "The Right Hands Make All The
Difference" has been designed to look and feel like anything but insurance
advertising.
    The campaign will feature the hands of people whose special qualities
allowed them to make a difference in their world.
    "The Right Hands Make All The Difference campaign aligns the personal
values of the individuals featured with the values of the Allstate brand,"
said Jill Weaver, vice president, brand strategy and marketing communications,
Allstate Insurance Company.
    The new campaign will launch in support of Allstate's official home and
auto sponsorship of the 2002 Olympic Winter Games.  The debut ads first
appearing in the December 17 issue of Sports Illustrated Olympic coverage
edition, feature gold medalists Bonnie Blair, Brian Boitano, Dan Jansen,
Picabo Street, and Kristi Yamaguchi, along with members of the 1980 Men's U.S.
Olympic Hockey Team.
    The print campaign will continue beyond the 2002 Olympic Winter Games.
The hands of other famous or remarkable newsmakers including Mario Andretti,
Joe Montana, Jerry Rice, Ann Lai (inventor and winner of multiple science
awards), and Vice Admiral Tony Less will fill out the campaign in subsequent
months.
    "The Right Hands Make All The Difference campaign uses artistic
photography to provide a contemporary and a decidedly un-insurance like
approach to advertising, that is unique to the Allstate 'Good Hands.'
It speaks to our commitment to making a difference, our eagerness to help our
consumers with their needs and to our expanding product portfolio designed to
meet those needs," said Weaver.
    In addition to print, the campaign will prominently feature television and
radio ads.  Media buys are scheduled in prominent national publications
beginning in December of 2001, followed by television and radio in first
quarter 2002.
    "The Right Hands Make All The Difference" campaign was created by Leo
Burnett, the company's advertising agency of record for the past 44 years.
Celebrity and Olympian hands were shot by internationally known photographer,
Sandro.  The company did not disclose the 2002 advertising budget or the cost
of the new campaign.
    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
Allstate(R)" 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(SM).
Encompass(SM) and Deerbrook(SM) Insurance brand property and casualty products
are sold exclusively through independent agents.

SOURCE Allstate Insurance Company

http://www.allstate.com
Company News On-Call:

http://www.prnewswire.com/comp/109885.html
CONTACT:
Emily Daly of Allstate Insurance Company,
+1-847-402-5600