Allstate TV Commercial - Brady Chaban
https://www.ispot.tv/ad/ta90/allstate-duet-song-by-pet-shop-boys
The Allstate TV Commercial, 'Duet' Song by Pet Shop Boys used great methods
to attract its target market to purchase All State. The commercial begins by showing an All State phone notification that the driver just saved $718 once he switched over to All State and saved. The next shot goes back and forth between the angel on the hood of the car and the man driving the car. They both sing back and forth to each other singing a song about making money. Next the song says “I got the brains” and they continue to sing on and are super happy. The driver is also out in the middle of the desert driving and can see out for miles as the beautiful summer sun beats down on him while driving. Next the narrator says people saved $700 switching to All State and then finishes saying their jiggling “saving is easy when you're in good hands” which insures the viewer they are in good hands. Then the driver drives off in the distance.
After assessing the target market, by looking deeper into the commercial, I believe they are looking for “smart” people who want to better themselves and save money. The song says “I got the brains” which allows me to believe that they are looking for people who believe they are smart, which would make them switch over to All State. Also he is driving out in the open desert which allows the feeling of being free so they want people to know they will be free while being smart and saving money. Honestly I really like how they did this, looking into this in depth, it's super interesting how far they go to make a good commercial.
The first method was the atmosphere. They had a guy driving in the middle of the desert as free as a bird. This allows the viewer to feel free and that they will not get screwed over by All State. Next, The notification on his phone allowed the viewer to see how much money he made when switching over. After he starts singing because he is so happy: singing about getting money and being smart which allows the viewer to feel that All State is the smart move. Overall, the viewer feels that All State is the way to go to save money, be free, be smart, while saving money. The commercial does a really good drop of finding its target market and attacking it.
I think you'll have a lot to work with in terms of the imagery—I imagine you'll be able to freezeframe on these various idyllic landscape images and breakdown their intentions. I would give it a few more viewings and try to crystalize your assessment of target audience. It seems clear that producers want the consumer to FEEL smart about their decision, but their certainly not targeting someone who would want to get into the fine print details of the highly complex and legalistic language of insurance sales. Perhaps they are targeting someone who wants it all to be smooth and easy, not have to worry about it, just freely drive into the sunset, conveniently use the company's app, and trust that all's well? It doesn't sound like the producers offer much detail, if any, about their product, only how one will feel when consuming it. Dig into it! Good start here.
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