Royal Debut for Allstate's "Babies"

Allstate reports it costs more than $235,000 to raise a child. Safe to say, it’s probably a little more if your child is considered royalty (we're looking at you, His Royal Highness Prince George of Cambridge).

Inspired by the birth of Prince William and Kate Middleton’s son, Leo Burnett Chicago created Allstate's “Babies,” a print ad developed specifically for the royal baby issue of People magazine. The work shares the excitement surrounding the newest British heir, serving as an extension of Allstate’s existing “Good Hands for the Good Life” campaign.

While “Babies” reminds us that Allstate is not only there when "Mayhem" comes (but for happy times, too) - Leo Burnett's swift and on-brand response to the birth is an example of marketing at its most regal.

Ad Credits

Client: Allstate Insurance

Ad: “Babies”

Agency: Leo Burnett Chicago

Chief Creative Officer: Susan Credle

Executive Creative Director: Charley Wickman

Creative Directors: Mark Wegwerth and Chris Cole

Art Director: Scott Smith

Copywriter: John Kistner

Producer: Nia McCarthy

Account Director: Andrew Melone

Account Supervisor: Jonathan Linton