I certainly agree that NASCAR has a huge fan base and that it is not just goold old boys watching the sport. It is a very family-centric sport and there are tracks in New England as well as the rest of the country. It is understandable that Allstate would see a natural connection to so many car enthusiasts and connecting themselves to a driver is the right play to get into this market.

But I do have to return to the two key points I made in the post. First of all the branding is just very weak for Allstate. You only see it in the last five seconds of the spot. Secondly it is very difficult to understand the program that Allstate is selling (it’s called ‘Your Choice’ for the record).

So I do think this fails the basic test as advertising.

Your comments on NASCAR’s strength are well taken. We will just have to wait and see to know if this affiliation was a good move for Allstate or not.

#1 - Take a look at how many people watch NASCAR. More than all of the other major Professional sports COMBINED (internationally). That’s a pretty strong advertising base. And a loyal one at that. It holds 17 of the top 20 attended sporting events in the U.S., and has 75 million fans who purchase over $2 billion in annual licensed product sales. These fans are considered the most brand-loyal in all of sports.
#2 - As you mentioned, NASCAR folks are fiercly loyal to their drivers. Kasey is an up and coming star in the sport. Rookie of the year 2004. That makes him desirable because he is available and less expensive to partner with than one of the bigger more etsablished drivers, and with a growing following.
#3 - Forget your Freudian conspiracy theory that ANY insurance company condones distracted driving. You are looking for an idea that simply isn’t there in the “average Joe’s” mind. A nutcase maybe, but they already have their issues and a 60 second commercial isn’t going to make a big difference in someone that far gone. Sometimes funny is just plain funny, end of story.
#4 - Allstate being the first insurance company to partner with NASCAR is understandably for some of the very reasons you mention. However, you fail to recognize that NASCAR isn’t a bunch of good ole boys running hooch through the back hills of West Virginia anymore. That said, I’ll refer back to #1. Somehow I doubt Joe was sipping a Martini at the 19th hole when it made great sense to take advantage of item #1. You might also want to review item #2 as well. Both make perfect sense to the average NASCAR fan that doesn’t give a hoot about details of the advertising industry. They are “normal” folks who just like what they like. And who doesn’t like a good laugh??

That’s Allstate’s Stand. Are you in Good Hands?