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Understand the evolution of an advertising slogan

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Advertising Slogan Hall of Fame

The Advertising Slogan Hall Of Fame recognises excellence and best practice in advertising, benchmarking creativity - identifying the best in branding.  The Advertising Slogan Hall of Fame now recognizes 125 lines as members, ranging from ‘Let your fingers do the walking’ to ‘Heineken refreshes the parts other beers cannot reach,’ to ‘We try harder,’ to ‘If you’ve got it, flaunt it.’

You're in good hands with Allstate.

You're in good hands with Allstate.
TV commercial (1999) Leo Burnett, courtesy of Xtreme Information

Image 1957 courtesy

The Allstate slogan "You're in good hands" was created half a century ago by Allstate Insurance Company's sales executive, Davis W. Ellis, to demonstrate Allstate's ongoing commitment to customers. The phrase came to him as the result of a reassuring remark made to his wife during the Spring of 1950 about their ailing child. She told him, "The hospital said not to worry. We're in good hands with the doctor."

Later that year, Ellis and a marketing team were locked in an all-day brainstorming session to develop a slogan for the company's first major national advertising campaign. When the group was about to give up for the day, Ellis remembered the reassuring remarks. It was then and there the slogan was born.

In the 1960s and 1970s, "You're In Good Hands With Allstate" became familiar to Americans with the famous TV and radio spots of Allstate spokesman Edwin W. Reimers.

"Since then the Allstate logo has undergone several updates, but the words have never changed," said Robert S. Apatoff, Senior Vice President and Chief Marketing Officer, Allstate Insurance Company. "More than a slogan, the words have embodied the company's commitment to providing our customers with quality insurance products, service and peace of mind."

A study announced in September 2000 by Northwestern University's Medill Graduate Department of Integrated Marketing Communications found that the Allstate slogan "You're in good hands" ranked as the most recognizable in America.

"Our slogan is as relevant today as it was when it debuted in 1950," says Ed Liddy, Chairman, President and CEO, Allstate Insurance Company.

Source: Allstate Corporation
Advertiser: Allstate
Ad agency: Allstate / Leo Burnett
Year: 1950

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