Daddy Yankee has had an impressive career in the music industry with his Reggaeton sound. Now the artist is continuing to make his mark, by becoming Allstate’s first reggaeton ambassador.
According to Billboard, the ad starts off with a swaggering Daddy Yankee using an innovative app to find his car in a crowded parking lot. Then for 30 seconds, the star proceeds to make the concept of car insurance a cool concept.
Titled “Estar en buenas manos nos da mas,” which reads Allstate’s catchy phrase “It’s good to be in good hands,” the campaign showcases the company’s effort to form a bond within the Latino market.
This marks history as for the first time in any language; the giant insurance company is using a pop artist to get its point across.
“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.”
Instead of going for an older celebrity, the insurance company decided to switch it up and go for a younger artist that is respected by many people.
“We wanted younger, yes, but also broader,” said Flores. “We wanted to make sure that the artist an his or her music would be popular regardless of precedence.”
Although Allstate has utilized different celebrities for its earlier “It’s good to be in good hands campaign,” that launched in May, they wanted someone that can target Latinos.
“We were looking at how to really translate for the Hispanic market,” Flores tells the site. Pushing the app was also key for the campaign’s success, so getting someone who would be credible in that space and could also speak to a younger demographic was important.
The campaign is set to run through next year.
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