Using Fear

In this Allstate ad we see a highway full of cars that are being driven by teenagers. The music is slow paced and has a low pitch, giving the ad a serious, somber type of tone. Also, to add to the tone, the ad is quite dark and the clouds are out. There are not many bright colors used in the ad. Towards the end we see the teens driving away. In the last car, one girl in particular is looking back towards the camera as the car drives off. Allstate is trying to get the audience to feel that they will protect their children and that they are concerned about the well being of their families. This is especially illustrated when the man in the ad says "Allstate, are you in good hands"? This suggests that Allstate will take care of you and your family. They use fear to persuade parents to buy Allstate insurance when they show the girl fading away as she drives off in the car and the voice over says that some teens never come back after they go out for a drive. This ad is effective because parents are responsible for their children and many parents are afraid for their children's safety when they start driving. Also, Allstate almost suggests that in order to be a good parent and care for your teen, you should get Allstate insurance.