Allstate, Big Tree

Every month we dive into the biggest and boldest campaigns airing across America, celebrating the most creatively disruptive and commercially effective work.

Showcasing the power of fresh consistency with its longstanding “Mayhem” platform, the month of May’s winner was Allstate’s “Big Tree”.

The power of recurring characters once again came to the fore, delivering the enviable one-two punch of triggering emotion and demanding attention – while simultaneously cueing the brand, culminating in a Branded Memorability score of 7.8 (which predicts an ad’s long-term brand impact). This placed it in the top ~10% of all advertising in the U.S.

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With creative agency Wieden+Kennedy again behind the wheel of this month’s winner (making it two straight CotMs for the agency!), the ad successfully elevated itself above fierce rivals in the crowded insurance market – which is no easy feat.

Combining a tense, humor-filled narrative with the brand’s unmistakable assets culminated in a highly effective piece of creative, with the escalating chaos of “Big Tree” keeping viewers engaged from start to finish.

What’s more, Allstate didn’t let its core proposition get lost in the drama, with key messaging around protection and preparedness communicated in a way that felt entertaining rather than instructional.

By balancing entertainment, prominent branding, and a clear, relevant message, “Big Tree” demonstrated the enduring power of distinctive advertising – work that audiences instantly recognize and long remember.

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Curious about how to create advertising that’s impossible to ignore? Check out The Creative Effectiveness Playbook to learn about the nine fundamental ingredients for advertising success.