Allstate Targets a Hispanic Market with Mala Suerte

By: Jana Pijak - Jan 21, 2015
References: youtube & adage
Appealing to the Hispanic market can be difficult for many brands who find it difficult to bridge cultural gaps. Allstate Insurance doesn't seem to have the same problem and appeals to the Spanish-speaking consumer in a clever way.

In their series of popular ad campaigns, the brand enlists the help of Mala Suerte, a human mascot who is Bad Luck personified. The character is seen in a series of commercials like this particular one where he causes mayhem on city streets.

Whether creating potholes on paved roads, making cars crash into one another or filling the road with countless soccer ball props, Mala Suerte reminds the Hispanic market that bad luck is everywhere and that it is inevitable. The humorous and clever ad suggests that when unlucky situations occur, Allstate will always be there to fix them.