Written by Rick Fossum

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An ad spot caught me by surprise the other day. In a nice departure from “Mayhem”, Leo Burnett for Allstate Insurance has developed the “Good Life Anthem” campaign. This is a positive shift from their longstanding, fear-leveraging “Mayhem” campaign.

We all have them. Membership in a Shopper Loyalty Program—the fob, the app, or the card itself. We’ve all seen key chains littered with myriad fobs, but retail stores are perhaps those most in abundance.

A while back there was an Isuzu spot that featured a rather expressive child who bucked a system that instructed her to “Stay between the lines. The lines are our friends.” Isuzu figured that the Rodeo SUV provided an experience that was outside the lines—bucking the system of other auto manufacturers.

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