Back to Basics

Amid the uncertainty of the Great Recession, we returned to what people could count on. Drawing on Allstate’s origins during the Great Depression, this campaign reminded viewers that resilience is part of the brand’s DNA. The “Back to Basics” spot tapped into a growing cultural shift—away from excess and toward simplicity, security, and emotional grounding. Rather than pushing product, we offered perspective: protect what matters most. With a calm, steady voice and a timeless message, we positioned Allstate as more than an insurer—an enduring partner in uncertain times.