#5: Tailgater Allstate Analysis

  Everyone with a license has some sort of pet peeve amongst other drivers. In the ad, “Tailgater” by Allstate, it covers the annoying tailgater on the road that we have all come across at one point. The ad portrays Mayhem driving behind someone, being so close that they are barely touching their bumper. The driver is too distracted by how close the driver behind them is, causing them to not pay attention to the road in front of them. This leads to the driver crashing into the car in front of them, while the driver that was tailgating is able to leave the scene without any damage to their vehicle. 

The purpose of the ad is, of course, to convince the reader to buy insurance, but the way it is portrayed is extremely effective. It starts with the approach of relating to the audience, I mean, we have all been there right? Any driver can say they were the ad’s driver at one point, which automatically draws in the demographic they are targeting. The driver then expresses their anxiety about the tailgater being so close, stating, “I can’t go anywhere.” This then plays into relating to the audience, projecting onto drivers that are more on the anxious side. What do people with anxiety want? Protection and reassurance! Exactly what this ad is advertising. The driver then looks forward onto the road too late, and rear ends the driver in front of them. This shows every anxious driver's worst nightmare, and allows the ad to provide that promise of protection and security anxious drivers are desperate for, while also giving a few chuckles. The way this ad portrays a plausible situation allows the audience to truly question how safe they are with their insurance. This ad has a very effective approach and promotes better safe driving values along with the product. With all these elements working together, this ad definitely convinced people to switch insurance.