Who is the Allstate Commercial Guy?
Whether you were in your car driving or at home watching television, you’ve probably seen or heard an Allstate Insurance ad. The booming, deep voice that has become synonymous with the brand is hard to miss or ignore. While the voice is familiar, you may not know who the Allstate commercial guy is or why he was chosen to be the brand voice of a well-known company.
We’ll take a look at the name behind the voice, 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.
Who is the Voice in the Allstate Commercial?
The man who has become known as the Allstate commercial guy is Dennis Haysbert. He is an accomplished actor who has a long list of credits to his name spanning from the late ‘70s until today. Since 2004, he has appeared as the official spokesperson for Allstate Insurance in both the United States as well as in Spanish-language commercials for the brand.
Watch Dennis in action in this ad:
Despite starting out as an actor and becoming the spokesperson for the brand, he has done voice over work for many other popular commercials and video games, and his voice is likened to the baritone sound of James Earl Jones.
Why Was His Voice Chosen as the Brand Voice?
Let’s face it. Dennis’ voice is engaging and captivating and more importantly, it’s deep and authoritative – which is exactly what you need when speaking to clients in the insurance industry. These are clients who are about to decide what insurance broker to go with, or they may need help filing or settling an insurance claim. Essentially, they are clients looking for someone they can go to who will have all the answers – and Dennis’ voice is able to provide that reassurance.
So why is a deep voice so in demand and able to deliver the message? Studies show 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.
The Allstate Insurance key message: “Are you in good hands?” coupled with the reassuring qualities of Dennis’ voice, is right on brand because an Allstate client is a client who wants to be reassured. Think of the times you personally have contacted an insurance agency to file a claim, for example. You needed someone who would be reassuring and knowledgeable enough to make everything go smoothly, someone who creates that vibe much like Dennis does with his voice, which is why his voice is the perfect brand voice for Allstate.
How Can You Find a Voice Like The Allstate Voice?
Finding the right voice for your brand can tricky but fun. If we take Allstate as our example, we can pick apart the steps they most likely took to arrive at the voice of Dennis as their spokesperson.
Step 1: Think about your audience
We know that the target audience for Allstate are adults who are looking to purchase insurance coverage. These are probably men and women around 20-50 years old 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: Think about 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 Dennis’ voice, is to appeal to those who may not be customers of Allstate already but may be looking to make the switch – it has you 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 Dennis.
What Vocal Attributes Should I Pick for My 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 warm and friendly tones. There tend to be more females in this category because studies show 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 voice that is intriguing you may want to source out an accented voice. 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. You can explore voice actors by accents, languages, styles and more on our site.
Final Thoughts on the Allstate Guy
Ultimately, the goal of Dennis in the Allstate commercials is to sell a product and to help Allstate set themselves apart from other insurance companies who are essentially offering the same services.
Hiring the right voice can create a memorable impression in the minds of your viewers and you can ensure that your company will be separated from the rest of the pack.
Afterall, how many other insurance company spokespeople could you name off the top of your head?