The ad kicks off with a swaggering Daddy Yankee using a snazzy app to find his car in a crowded parking lot. Then, for 30 seconds, the reggaeton star proceeds to make the concept of car insurance cool.
The campaign, titled "Estar en buenas manos nos da más," is the Hispanic iteration of Allstate's "It's good to be in good hands." Except that for the first time in any language, the giant insurance company is using a pop artist to get its point across. (It's not the first time Allstate has tried to leverage music, having sponsored musical events like the Latin Grammys in the past.)
"We wanted to leverage someone who was really well known and who really transcended all Hispanic cultures," says Georgina Flores, Allstate's vp of product marketing. "He really was our first choice."
Instead of going for a venerable, older celebrity, Allstate went for younger-but-respected. "We wanted younger, yes, but also broader," said Flores. "We wanted to make sure that the artist an his or her music would be popular regardless of precedence."
Allstate had tapped into different celebrities for its earlier "It's good to be in good hands campaign," which launched in May. But, says Flores, "we were looking at how to really translate for the Hispanic market." Pushing the app was also key, so getting someone who would be credible in that space and could also speak to a younger demographic was important.
Yankee, she says, "really represents what's popular, and this ties in with the app."
The campaign, developed by ad agency Lápiz, will run through next year.
As for Yankee, his new single "Shaky Shaky" is at No. 7 this week on Billboard's Hot Latin Songs chart and at No. 6 on the Latin Digital Songs chart. The song is also No. 1 on Mexico's Airplay charts.