Making Allstate synonymous with “knowing” and the people who know things adds a refreshing dimension to the confidence that comes from knowing “you’re in good hands.” And it marks Wieden+Kennedy Portland’s first campaign for the insurance company.
The campaign includes three spots directed by David Shane of O Positive, including this :30 titled “Not Going To Fit” in which we meet a woman who’s “a human tape measure,” immediately able to determine if, for example, grandma will be able to get a huge turkey into the oven, or if a man will be able to comfortably get into a garment.
Credits
Client Allstate Agency Wieden+Kennedy Portland Karl Lieberman, global chief creative officer; Azsa West, chief creative officer; Matthew Carroll, Edward Harrison, creative directors; Whitney Downing, art director; Becky Brinkerhoff, copywriter; Orlee Tatarka, head of production; Richard Stokes, executive producer; Amanda Weiss, sr. producer; Nai Lucifora, CJ Corey, creative operations managers; Stephanie Ward, design director; Luke Wilhelmi, sr. designer; Sophie Van Der Merwe, jr. designer; Alex Sanchez, design producer; Liliya Dru, Vicki Liu, production designer; Jeff Ackley, motion lead; Ryan Jacobson, motion designer; Nathan Goldberg, group strategy director; Blake Smoral, sr. strategist. Production Company O Positive David Shane, director; Marc Grill, Ralph Laucella, exec producers; Sophia Solomon, line producer; Berenice “Bear” Eveno, DP; Phillip Williams, production designer/art direction; Dave Dean, 1st AD. Editorial Whitehouse Charlie Harvey, editor; Taylor Schwartz, Nick O’Neill, assistant editors; Annie Maldonado, head of production; Joanna Manning, sr. exec producer. VFX Parliament Color Rare Medium Fergus McCall, colorist; Heath Raymond, managing partner. Sound Design/Mix Field Day Sound Natalie Huizenga, sound designer & mixer; Morgan Johnson, sound design; Noah Woodburn, mixer; Leslie McCarthy, exec producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
