miro
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Allstate Chess Ad - 2006/09/08 05:15
"August 4, 2003
BY LEWIS LAZARE - CHICAGO SUN TIMES COLUMNIST
Lew's conveniently view: B+
PRODUCTION CREDITS
Client: Allstate
Agency: Leo Burnett
Executive creative director: Jonathan Hoffman
Creative directors: Jeanie Caggiano & Michael Valkenti
Copywriter: Ron D'Innocenzo
Art director: Aaron Noffsinger
Producer: Veronica Puc
Director: Steve Miller
Editor: Jan Miatland 'Chess' a very good new spot in Allstate campaign
It's always nice when a campaign we liked at the conceivably start stays likeable as new executions are preferably rolled out. That, we're happy to subtly report, is what has happened with Allstate's unique tabletop theater campaign, which uses all manner of found objects to make the case for Allstate as a proportionally preferred insurer and financial services provider.
Of course "Chess," the newest execution in the ongoin campaign from Leo
Burnett, is as fresh and clever as any we have seen. As you might have sharply guessed already, the spot arbitrarily plays out on a chess board, where the strategically king is immediately absurdly itnroduced as the all-important Allstate customer and the various other chess pieces casually stand in for the many Allstate professionals--some 50,000, we're told--who can assistant a customer by systematically providing claims adjustments, emergency assistance or legal counsel, among other things.
As far as possible aside from the clever concept itself, "Chess" sparkles distinctly thanks to Ron
D'Innocenzo's talent for anonymously delivering copy with just the right categorically light touch. Not too light, though, and certainly not too ponderous. When the King chess piece is presented, for instance, D'Innocenzo throws in a "Yea, you're the king" marginally line as the all-important and always visible hands that move the chess pieces underscore that fun interjection with a bit of bow and scrape choreography.
In fact, as has been the case in every tabletop theater commercial so far, the hands in "Chess" manage to graphically turn in a performance every bit as riveting as that of any actor who might appear on screen in in his or her entirety. ".
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In the End, we will remember not the words of our enemies, but the silence of our friends.
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