In brilliant contrast to so many boorish ads that aim to get our attention through cacophonous noise and vapid jokes, Allstate’s 60-second “Smooth” ad communicates its message with style, grace, and subtle humor. Its smart creative rolls by like poetry in motion as agency Droga5 NY and director Ringan Ledwidge quietly set a standard by which all other TV commercials can be judged.
So color me surprised that not just one, but two Cranky readers have spontaneously expressed such strong dislike for the ad.
Let’s see what all the fuss is about, and why I think this ad embodies the best this industry has to offer.
Smooth driving saves money
The ad, titled “Smooth,” communicates the idea that safe driving saves Allstate customers money on their car insurance with a montage of scenes showing absent-minded people leaving objects on the roofs of their cars.
A Jell-O dessert, a pair of fluffy slippers, a toy dinosaur, and even a goldfish in a bowl all complete safe journeys atop their owners’ vehicles to the strains of French singer Édith Piaf’s Non, Je Ne Regrette Rien (“No, I Regret Nothing”).
Along the way, surprised onlookers gape comically and offer half-hearted waves of concern.
The voiceover at the end:
“Smooth driving pays off. With Allstate, the safer you drive, the more you save.
“You’ve never been in better hands. Allstate. Click or call for a quote today.”
Below: The 60-second Allstate commercial, “Smooth.”
Fun fact: Édith Piaf’s Non, Je Ne Regrette Rien was featured in the 2010 movie Inception as the song the team of dream warriors used as a signal to get out of the dream.
What the Allstate “Smooth” ad gets right
So to me, this Allstate ad feels like a breath of fresh air. At long last, we have a creative Big Idea that engages and entertains; that is not reliant on silly contrivances or stupid jokes; that works hard in the service of selling and communicates a compelling reason to buy.
As contributing editor Carol Cooper said so eloquently over at ad industry watcher shots:
“Sometimes nothing beats the glory of a good ad, a big idea in a small form, brilliantly executed and served up as a short, sharp morsel of marketing excellence.”
Advertising is not art, but Allstate’s “Smooth” ad is a wonderful example of just how artful the best TV advertising can be.
Allstate “Smooth”: The Cranky Ad Review verdict
While I appreciate the objections some of my dear readers have had to this ad — the music is not for everyone, and the ad may run too often in certain markets — I think the ad is great.
It’s creative and engaging; fun, yet focused on doing its job.
In short, I think this ad is everything that good advertising should aspire to be.
And like our friend Édith, I regret nothing.
Ad rating: Five stars out of five.
What do you think of Allstate’s “Smooth” commercial? Share your comments below.
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I like the commercial too and love the music but I was already a fan of Piaf’s. My husband and I have Allstate. You do need to install a device, provided by Allstate, in your vehicles that accommodate it (our ’95 Chevy truck is too old so we pay a daily rate only). I don’t really mind the tracking bc we have saved a lot of money. (We drive minimally so it was a great choice for us.) The device tracks mileage and hard braking. I’m so glad we switched from “Wet Teddy Bear” Liberty Mutual. I hate their commercials and they charged too much.
I agree Rob. I don’t watch much TV except for live sports and always mute when the ads come on, so I’ve seen parts of this but not really paid attention. It really is well done and communicates the message very well. However, there is no incentive that any insurance company can give me that will get me to download this surveillance app!!
I hear you, Chris. But I doubt they’ll need you to download an app for long. Soon, I’m sure cabalist organizations such as insurance companies will be able to track us all via the nanomachines that geeky Windows guy wants to put in our vaccines. *insert X-Files theme music here*
Good to hear from you!