Allstate unveiled a new advertising campaign designed to showcase the personal lines insurer as an innovator with deep customer relationships.

Allstate said the “It’s good to be IN good hands” campaign will be seen across a variety of mediums, including television, digital and mobile, online video, social media, radio, and print advertising.

With the new campaign, Allstate is “redefining what it really means to be in good hands,” said Sanjay Gupta, executive VP of marketing, innovation and corporate relations. The campaign reflects the transformation happening at Allstate, he said in the statement, noting that “we’re taking all the best attributes of our iconic brand and completely modernizing it with a fresh and dramatic new look and feel, provocative and fun celebrity talent, and a clear and contemporary message.”

Allstate’s said it will focus on products including:

  • Allstate Personalized Insurance Proposal: This interactive insurance proposal differentiates the agency experience and ensures customers get the protection they want for their needs in a way that is simple to understand and use.
  • Drivewise: Allstate’s telematics product, which helps customers drive safer and save money.
  • Good Hands Rescue: The new mobile app and website, which is designed to make it easier for stranded motorists to request roadside assistance anywhere in America through their smartphones.

Source: Allstate