Video Deconstruction

            I chose to deconstruct the “Allstate Good Life Anthem” commercial/ video advertisement.  This video highlights the good that exists in people's everyday lives while encouraging them to not let their fears prevent them from doing the things they love with the ones they love most.

            After watching the video for the first time, the first key words that came to my mind was genuine, heart-warming, inspiring, wholesome, powerful and yet incredibly humbling.  I then analyzed all of the people featured in this video, which was my absolute favorite part. The individuals in this video ranged from young children, teenagers, young adults, to middle-aged adults. The individuals represented people of different races and ethnicities as well as gender. The video featured the common people- those who make up our world and there was absolutely nothing superficial about any of them. Throughout the video, the camera zoomed in and out on the activities that the common people were indulging in. This feature truly helped to captivate and lure in the viewers. For example, as a young man was mud sliding the video clip zoomed out so the viewers were able to see the entire setting and then zoomed in very close on the man’s face as he was sliding in the mud which gave the viewers a real sense of the genuine emotion of excitement and pure happiness that the man embodied.

            Each segment in the video features a video clip portraying people living life to the fullest despite the scary statistic the particular event holds.  For example, it shows a man swimming in the ocean (how people still swim in the ocean) while the little girl’s narration exclaims “there are man eating sharks in every ocean but we still swim..” followed by another man cliff jumping so freely into the water.  

            After all of these precise observations, the product being sold was Allstate insurance. I found the product VERY appealing and would definitely use this insurance simply because it took a different selling approach. Allstate wasn’t overbearing like many other people are when trying to sell you a product, they didn’t constantly discuss their name, motto, etc and never once even mentioned all of the “great” aspects their insurance company holds. In addition, they weren’t demeaning like many other brands are in terms of bringing down other companies by comparing facts (I.e., Well Allstate is more financially affordable than Aetna etc.”) Overall, the ad is trying to make people feel as if they can and should live life to its’ fullest and feel safe and comforted in doing so because they are supported- by Allstate.           

            This video, in my opinion, was definitely created to not have or feature any assumptions. However, after truly going through the deconstruction process I learned that even the most genuine, wholesome and inspiring video advertisements make assumptions even if they don’t intentionally mean to. In terms of gender, the boys/men in this video were featured doing the more dangerous and thrill-seeking activities whether it be hunting for snakes in a jungle, cliff-jumping, sliding through mud, driving the convertible, driving dirt bikes, riding a bike, riding a skateboard and playing football. The girls/women in this video were featured doing more feminine associated activities like dancing in the rain, catching rain drops, being the passenger in the convertible, using the keys to open up their home, romantically holding their man as they sit in the mud, and dancing in the back seat of a car. In terms of race/wealth, the video showed three white boys riding their bikes in what appeared a very safe neighborhood as they rode directly into their garage (rather than black boys who are stereotypically not from nice areas and cant afford bikes/don’t ride them as safely). I could also see how the majority of African Americans were featured on the football team segment in the video rather than anywhere else, and that white people were featured doing activities that cost money like swimming in the open sea and cliff jumping on vacation, partaking in a mud competition and driving a convertible.  In addition, the young African American narrating this video who was shown at the end appeared to be in a more impoverished and rural setting (in comparison to the neighborhood the white boys riding bikes were). The house that the little girl ran out of appeared to be small as seen by the narrow walkway front entrance as well as the lack of a yard and grass. The house across the street looked very tiny too, and the fence that surrounded the little girl’s house appeared to be wooden and a bit worn down.

            Overall, the company's campaign connects Allstate's core values of customer service and what it means to put people in Good Hands.  The motto “Good Hands for the Good Life" and the video shows how Allstate wants to show viewers they are there for there customers day in and day out, rather than just when the bad stuff happens. The overall truthful life lesson being conveyed is that all the bad things that happen in life can’t and won’t stop us from making our lives good.

 *If you haven't seen this video commercial,  I highly suggest you watch it!!

   http://www.youtube.com/watch?v=kI1bKm22Up0