It’s late, we see a couple, they cannot sleep. They are worried. The phone rings & they are told their teen-age son has been in a car accident. In a panic, they arrive at the hospital. They hurry through the hallways looking for him. It looks bad but they discover he will be OK. The doctoR tells them their son is lucky & will recover. An announcer describes how we can all help our children be safer drivers. In a wheelchair, the teenage boy leaves the hospital with his parents.

The idea was to make prospects realize that one day they might really need insurance, and an insurance company, to support them. Instead of relying on humor or emphasis on price savings, this promotion emphasized important, practical information they could use today to make their loved one's safer.

Run in combination with several DRTV executions built off similar strategies, "Phone Call" 1:20 significantly reduced costs per sale for Allstate during the test period.