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.”