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Letter to the Editor

Allstate Announces New Advertising Campaign; The Right Hands Make All The Difference(SM)

NORTHBROOK, Ill. -- Allstate Insurance Company is launching a new advertising campaign leveraging one of the most recognized phrases in America -- "You're In Good Hands With Allstate" with a new campaign that celebrates the company's position as an industry leader. "The Right Hands Make All The Difference" has been designed to look and feel like anything but insurance advertising.

The campaign will feature the hands of people whose special qualities allowed them to make a difference in their world.

"The Right Hands Make All The Difference campaign aligns the personal values of the individuals featured with the values of the Allstate brand," said Jill Weaver, vice president, brand strategy and marketing communications, Allstate Insurance Company.

The new campaign will launch in support of Allstate's official home and auto sponsorship of the 2002 Olympic Winter Games. The debut ads first appearing in the December 10 issue of Sports Illustrated Olympic coverage edition, feature gold medalists Bonnie Blair, Brian Boitano, Dan Jansen, Picabo Street, and Kristi Yamaguchi, along with members of the 1980 Men's U.S. Olympic Hockey Team.

The print campaign will continue beyond the 2002 Olympic Winter Games. The hands of other famous or remarkable newsmakers including Mario Andretti, Joe Montana, Jerry Rice, Ann Lai (inventor and winner of multiple science awards), and Vice Admiral Tony Less will fill out the campaign in subsequent months.

"The Right Hands Make All The Difference campaign uses artistic photography to provide a contemporary and a decidedly un-insurance like approach to advertising, that is unique to the Allstate 'Good Hands.' It speaks to our commitment to making a difference, our eagerness to help our consumers with their needs and to our expanding product portfolio designed to meet those needs," said Weaver.

In addition to print, the campaign will prominently feature television and radio ads.

"The Right Hands Make All The Difference" campaign was created by Leo Burnett, the company's advertising agency of record for the past 44 years. Celebrity and Olympian hands were shot by internationally known photographer, Sandro. The company did not disclose the 2002 advertising budget or the cost of the new campaign.

The Allstate Corporation is the nation's largest publicly held personal lines insurer.

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