Allstate Insurance Co. has launched a new Hispanic advertising campaign, “Estar en buenas manos nos da más,” leveraging international reggaeton singer-songwriter Daddy Yankee.

The campaign is the Hispanic iteration of the personal lines insurer’s “It’s good to be IN good hands,” which launched in May.

Featuring a modern look and feel, Allstate’s Hispanic campaign will include new Spanish-language TV and digital spots that convey product and service offerings aimed at making consumers’ lives easier and demonstrating the value of being in Good Hands.

The first spot began airing Oct. 11, highlighting Allstate’s innovative mobile app, Drivewise, including discounts and rewards that consumers can obtain just for driving safely.

“For me, being involved in Allstate’s new advertising campaign is something I am personally proud of,” said Daddy Yankee. “Hispanic Americans are striving to protect their families, and this campaign speaks to how Allstate can help protect what means most to you and give you more benefits and rewards than you might expect from your insurance company.”

Allstate said the “Estar en buenas manos nos da más” campaign rollout will continue into 2017 and be seen across a variety of national advertising and marketing mediums, including television, digital and mobile, online video, social media, and radio.

The ad campaign was developed by Allstate’s longtime Hispanic agency partner Lápiz USA.

Source: Allstate Insurance