Yeah.I don’t think it bodes well for a company, when their commercial infuriates me so much I have to mute the TV when it comes on.Allstate has done a damn fine job of alienating me from their product with their commercials. I don’t know who the ad agency is that Allstate contracted with or who at Allstate approved these commercials, but I want to know what type of market research was done that concluded:The best way to sell insurance to families is to shit all over boyfriends, husbands, and fathers.
This has been something that has puzzled me for quite some time - why would a marketing company devise an ad campaign that had a reasonable chance of turning off 50% of the population? And why would a marketing department pay for it?
I have worked closely with the marketing folks at the companies I've been employed at for years and years. We never in a million years would have done something like that. Now this was in the tech industry, and our job was to make complicated (mostly security) topics understandable and compelling. While we never did anything as boring as feature/benefit in the advertising, we did try to focus like a laser on something that would make someone think Yeah, maybe I need some of that.
Sure, it's hard, but that's why a good ad agency charges so much. And Allstate has a quite good ad agency (well, an expensive one, anyway).
Click over and watch the insurance commercials that Miguel shows, and ask yourself: does it make you say to yourself Yeah, maybe I need some of that? It sure doesn't to me. I think that the answer is that both ad agencies and marketing departments have been to a large degree taken over by women. A woman might in fact watch that and think that as a matter of fact, they do need some of that.
The punchline, of course, if that you never market to yourself - you market to your customers and prospective customers. Turning off a significant number of them only makes sense if Allstate only wants female customers.
But to Miguel's point - we see a lot of this. Something is pretty broken in the advertising business.