Allstate tasked us to help transform its brand from a traditional insurer to a holistic provider of protection—based on Allstate’s belief that insurance should work to prevent bad things from happening, rather than just offer monetary support after they do. Allstate now offers a full circle of protection.

We wanted to create a campaign based on the feeling you get from living a life well protected. If you’re well protected by Allstate, you can live your life with more confidence, feel more at ease and get behind the wheel and enjoy the ride. In addition to these emotional benefits, Allstate drivers can also save money by driving smoothly.

It seems insurance ads are done two ways: you either scare people with a litany of potential accidents; or you make an unrelated joke with a never-ending menagerie of spokescritters. Instead, we created a campaign based on the amazing, relaxed, glass-half-full feeling you get from living a life well protected with Allstate.

In this film, we find two astronauts beautifully joyriding across the ethereal landscape of the Moon. With the help of reduced gravity, they glide effortlessly and smoothly across the lunar surface. Where better to illustrate that, with Allstate, the smoother you drive, the more you save on your car insurance? The spot also communicates the feeling of total freedom that comes with being totally protected. You can see it in the confident looks of our heroes and their bold leap off a crater’s edge. And you can hear it in the equally smooth and joyful soundtrack of Smokey Robinson's “Cruisin'.”

The film was released during the Sugar Bowl on January 1st, 2021. During its first month on air, we saw an increase in streams for “Cruisin” on Apple Music and Spotify, as well as a near 4x increase in consumers tagging the song on Shazam. The increase in streams on Apple Music and Spotify continued for the next two months that the spot was on air. We also received notable mention from sportscaster Skip Bayless, all-in-all resulting in over 4M impressions.

he film didn’t just positively impact Smokey Robinson’s music streams, it also garnered positive business results. Moon drove positive purchase intent, outperforming the competition in January (Ace Metrix).

Not to mention, Smokey himself loves the spot so much, he texts his publisher every time he hears it on air.