Creative Brief

Allstate Parent-Teen Driving Contract

Client Information: Allstate is an insurance company whose motto is "Are you in Good Hands". They are most well-known for their auto insurance, especially their commercial advertisements for their auto insurance. They also provide boat, home, motorcycle, renters, and business insurance. The company also offers a parent-teen driving contract that any parent can create for their own teenager to follow while driving.

Project: This project is to do a one minute commercial advertisement for Allstate's Parent-Teen Driving Contract.

Prepared By: Christie Collins

Approved by: Supervisor Kim Neil

Background and Overview: Allstate is already an established company that is well-known for their automobile insurance. However, the company has recently found how dangerous and wreckless teen drivers can be; with over 6,000 teenagers involved in fatal accidents each year, teen drivers have become a very important target market for the company. And teen drivers have not only become a strong target market for Allstate, but Allstate also genuinely cares about the lives of these people. The parent-teen driving contract is not insurance itself, but is a way for parents to teach their teens of the dangers of driving and to start a serious conversation with their teen about the consequences of wreckless driving. The contract lists eight key topics that can be read by both parents and children, and then allows the parent to make rules that their teen must follow while driving, and consequences of breaking those rules. This contract allows for the parents to be more involved in their teen's driving experience, to help insure that their child has a safe trip.

Objective and Purpose of the Ad: For this campaign we will need to introduce the contract and let our audience know how important it is for teens to be very aware drivers. We want to "start the conversation" between parents and their teens about safe, defensive drivers. To do this we need to strike a small fear in our target market by giving straight statistics of wreckless teen driving, and perhaps show the audience just how many people are affected each year. Allstate wants more customers, but also less deaths; it is a very serious matter when we are talking about young peoples' lives. The commercial needs to grab the attention of the audience and strike fear in them, but not make it so parents never want their teen to drive! The commercial has to be subtle but memorable.

Target Audience: Our target audience will be any parent of a teen driver. These parents will be the ones to initiate the contract, however, we can hope if a teen driver sees our ad, it will also catch their attention and at least allow them to consider the consequences of driving carelessly.

What is the single most important thing we want to say? We want parents to realize they need to talk to their teen about driving and we want to help them start this conversation by giving them an easy suggestion on how to go about talking to their teen.

What are the supporting rational or emotional reasons to act or believe?
6,000 fatal teen car accidents happen in a year!!!! Parents must do something to help this statistic decrease and Allstate wants to help!

Mandatory Elements and Helpfull information and insights:
1. 6,000 teen drivers go out for a ride and never come back
2. Must include teenagers in the scene. Perhaps driving or having fun, hanging out with friends
3. Must not only tell the number of fatal teen accidents but the commercial needs to try and show the audience visually just how many kids that is to die in one year
4. Must not completely scare the client away from wanting their child to drive. The commercial should leave out the words "fatal crashes" or "deaths" and try and take a more subtle approach.
5. The commercial should have a particular background song that brings in the audience and is relevant to the advertisement- Jason Wade from Lifehouse "From Where You Are"

Schedule: We need a complete, full minute commercial by February 15, 2009. The commercial must air the next week.