Who Is the Allstate Commercial Guy?

David Ciccarelli

May 20, 2021

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Whether it happened while you were driving your car or when you were at home watching TV, chances are you’ve heard or seen one of the iconic ads for Allstate Insurance.

The booming, deep voice that has become synonymous with the brand is hard to ignore. And while this voice has become familiar to most listeners, you may not know the name of the Allstate commercial guy or why he was chosen to be the brand spokesperson for a well-known company in the first place.

Let’s take a look at the name behind the voice, explore why his voice is a great choice for the brand, and discuss how other insurance brands can find a voice that resonates well with their audience.

Jump To:

Who Is the Voice in the Allstate Commercial?

Why Was Dennis Haysbert Chosen as Allstate’s Brand Voice?

Who Is the Allstate Mayhem Guy?

Who Is the Actor in the New 2021 Allstate Commercial?

How to Find a Voice Like the Allstate Voice

Choosing the Right Vocal Attributes for Your Brand

Final Thoughts on the Allstate Guy

Who Is the Voice in the Allstate Commercial?

The man who has become known as the Allstate commercial guy is Dennis Haysbert. Haysbert is an accomplished actor who has a long list of credits to his name, spanning from the late 1970s until today. Since 2003, he has appeared as the official spokesperson for Allstate Insurance in both English and Spanish-language commercials for the brand.

Despite getting his start in film and TV before becoming the spokesperson for Allstate, Haysbert has done voice over work for many other popular commercials and video games. Haysbert’s voice has often been likened to the baritone sound of James Earl Jones.

Why Was Dennis Haysbert Chosen as Allstate’s Brand Voice?

Haysbert’s voice is commanding and engaging, but most importantly, it is authoritative—which is exactly what you need when you speak to prospective clients in the insurance industry. These are customers who are either about to decide which insurance broker to go with or need help filing or settling an insurance claim. Essentially, these prospective clients are looking for an entity that has all the answers. Haysbert’s voice provides that reassurance.

So, why is a deep voice so in-demand and able to deliver the message? A study conducted by Voices showed that individuals with lower-pitched voices are perceived to have more integrity and competence—something that insurance clients look to when selecting the company they want to work with.

“Are you in good hands?” is the key message presented by Allstate Insurance. Coupled with the reassuring qualities of Haysbert’s voice, this message is completely on-brand, because a client of Allstate’s is one who wants to be reassured.

Think of a time that you have personally contacted an insurance agency to file a claim, for example. You were likely hoping for someone who would be reassuring and knowledgeable enough to make the process go smoothly—somebody who fostered the same vibe that Haysbert does with his voice. This is why his voice is the perfect brand voice for Allstate.

Who Is the Allstate Mayhem Guy?

Dean Winters is an actor who has portrayed the character “Mayhem” in Allstate Insurance commercials since 2010.

Beyond his recurring role as Mayhem, Winters is known for his leading role in the TV series Oz, in addition to roles in a number of other shows, including Brooklyn Nine-Nine and 30 Rock.

Winters has not only starred in a series of TV spots for the insurance company but has also recorded several radio ads. In some cases, these ads are even localized to reflect troubles, giving Winters the opportunity to show off his acting chops by embodying a hail storm in Tulsa, Oklahoma, or an infamous intersection in Chicago.

Who Is the Actor in the New 2021 Allstate Commercial?

Devere Rogers is a 28-year-old actor from Atlanta who portrayed an Allstate customer zooming through the desert and singing along to Pet Shop Boys in a 30-second spot that aired during the 2021 Super Bowl.

While Allstate mainstays Dennis Haysbert and Dean Winters were both missing from the company’s latest ad, the commercial sparked a resurgence in popularity for the Pet Shop Boys’ “Opportunities (Let’s Make Lots of Money),” which shot up to the No. 1 spot on Billboard’s Dance/Electronic Digital Songs chart.

How to Find a Voice Like the Allstate Voice

Determining the right voice for your brand can be tricky, but is ultimately worth all of the effort. If we use Allstate as our example, we can pick apart the steps the insurance company most likely took to arrive at the voice of Haysbert as their spokesperson.

Step 1: Identify your audience

We know that the target audience for Allstate is adults who are looking to purchase insurance coverage. These are likely adult-aged men and women who are either new insurance purchasers or those looking to switch. They are responsible and want a reliable and trustworthy company. Since a deep voice tends to sound more authoritative (as previously discussed), they probably chose a male voice just based on the register alone.

Step 2: Consider your key messaging

If the Allstate key message embodies the idea of being in good hands, they probably wanted a voice that sounds a bit older, almost like a comforting friend or family member who is checking in to ensure you have selected the right insurance company for your needs. The goal of this messaging, coupled with Haysbert’s voice, is to appeal to those who may not be customers of Allstate already but are looking to make the switch. It causes you to second-guess your decision, while also influencing your potential switch-over.

Step 3: Listen to lots of demos

Once you have narrowed down what you want your voice to sound like, you will probably start the audition process. Remember: it’s not that important to have a celebrity voice. You can also hire a soundalike to do the trick, as long as they possess the same vocal qualities. Make sure you listen to many demos and auditions before making your choice. After all, the people at Allstate probably auditioned dozens of candidates before settling on Haysbert.

Choosing the Right Vocal Attributes for Your Brand

Here are some vocal attributes to think about and the messages they portray to your audience:

If you are looking for an approachable expert, you will want a warm and friendly vocal performance. There tend to be more women in this category, because studies show that men are more attracted to higher-pitched voices and females will see their peers as approachable: a win-win situation.

If you are looking for a fun, intriguing voice, then you may want to source a voice actor who speaks with an accent. The demand for accents is on the rise because they tend to be appealing based on the cultural associations we have. For instance, an Australian accent tends to be regarded as more fun and outgoing.

Whichever vocal archetype you may be looking for, you should carefully select the qualities of the voice and try to match that with the right voice actor. On Voices, you have the opportunity to explore a wide range of voice actors based on accent, language, style, and more.

Final Thoughts on the Allstate Guy

Ultimately, Haysbert’s goal in the Allstate commercials is to sell a product and help Allstate set itself apart from other insurance companies that are offering similar services.

Hiring the right voice can forge a memorable impression in the minds of your listeners and viewers, and you can ensure that your company will stand out from the rest of the pack.

After all, how many other insurance company spokespeople could you name off the top of your head?

Sign up for a Voices account to hire a professional actor who can serve as your brand’s next spokesperson.

David Ciccarelli

David Ciccarelli is the Founder and Chief Executive Officer of Voices. As CEO, he is responsible for setting the vision, executing the growth strategy and managing the company on a day-to-day basis. He's been a finalist of the EY Entrepreneur of the Year Award and a Canadian Innovator Award. He often writes about his entrepreneurial journey in the Wall Street Journal, Entrepreneur, Forbes and for M.I.T. Executive Education. He graduated with honors from the Ontario Institute of Audio Recording Technology and is a graduate of Harvard Business School.

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