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Allstate “Tree Branch” 2010

Allstate “Tree Branch” (2010) is an Allstate commercial directed by Phil Morrison for Leo Burnett, produced by Epoch Films. It won one award: LIA 2010 Silver — TV/Cinema/Online Film / Campaign.

A man personifies a 200-year-old elm tree, explaining that despite appearing strong, he is dead inside, leading to a dramatic collapse onto a house.

Video: Allstate on YouTube

Shot by shot

  1. A man in a suit lies horizontally on a tree branch, looking at the camera with a thoughtful expression, above a suburban house.© Allstate0:00
  2. A man in a black suit and white shirt is falling backwards, looking distressed, with trees in the background.© Allstate0:02
  3. A man in a suit lies on the ground, looking up at the sky with a dazed expression, as the camera pulls back to reveal trees.© Allstate0:06
  4. A large tree branch falls from above, crashing onto the porch roof of a light green suburban house, causing significant damage.© Allstate0:07
  5. A large tree branch crashes through the roof of a suburban house, causing significant damage and debris to fly outwards.© Allstate0:07
  6. A disheveled man in a suit with a band-aid on his forehead stands in front of a damaged green house, looking distressed.© Allstate0:08
  7. A man in a suit, covered in debris, stands in front of a damaged house, gesturing as he speaks directly to the camera.© Allstate0:10

Stills © Allstate. Made by Leo Burnett, Epoch Films and Phil Morrison.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Personified tree warns about hidden dangers and the financial impact of inadequate home insurance.

Tagline: “Allstate. You're in good hands.”

personificationbreaking the fourth walldramatic ironybefore and afterconsequences of neglect

The cut

Length
15 s
Shots
7
Average shot
2.1 s

What creatives use Allstate “Tree Branch” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Allstate “Tree Branch”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in a suit lies horizontally on a tree branch, looking at the camera with a thoughtful expression, above a suburban house.© AllstateA man in a black suit and white shirt is falling backwards, looking distressed, with trees in the background.© AllstateA man in a suit lies on the ground, looking up at the sky with a dazed expression, as the camera pulls back to reveal trees.© AllstateA large tree branch falls from above, crashing onto the porch roof of a light green suburban house, causing significant damage.© Allstate
    Frames from Allstate “Tree Branch”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Allstate “Tree Branch” in order, with its length, framing and what happens in it.

    A man in a suit lies horizontally on a tree branch, looking at the camera with a thoughtful expression, above a suburban house.© AllstateA man in a black suit and white shirt is falling backwards, looking distressed, with trees in the background.© AllstateA man in a suit lies on the ground, looking up at the sky with a dazed expression, as the camera pulls back to reveal trees.© AllstateA large tree branch falls from above, crashing onto the porch roof of a light green suburban house, causing significant damage.© AllstateA large tree branch crashes through the roof of a suburban house, causing significant damage and debris to fly outwards.© AllstateA disheveled man in a suit with a band-aid on his forehead stands in front of a damaged green house, looking distressed.© Allstate
    Length: 15 s · Shots: 7 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a personification

    Before you present an idea, you need to know who has done it, and how.

    Allstate “Tree Branch” is built on a personification. Search the library by idea to see every spot that uses it.

    Epuron / German Ministry for the Environment “Power Of Wind”© Epuron / German Ministry for the EnvironmentApple “Get a Mac”© AppleManscaped “Hair Ballad”© ManscapedGas Networks Ireland “GNI Dial Before you Dig”© Gas Networks Ireland
    Epuron / German Ministry for the Environment · Apple · Manscaped · Gas Networks Ireland

More commercials by Phil Morrison

  • Apple "Get a Mac" (2006) commercial still© AppleApple “Get a Mac” 2006Dir. Phil Morrison · TBWA\Chiat\DayEffie Awards Grand Prix 2007
  • Volkswagen "Crazy Guy" (2000) commercial still© VolkswagenVolkswagen “Crazy Guy” 2000Dir. Phil Morrison · Arnold CommunicationsANDY Awards 2000
  • Allstate Insurance "Gps" (2011) commercial still© Allstate InsuranceAllstate Insurance “Gps” 2011Dir. Phil Morrison · Leo BurnettThe One Show Silver 2011
  • AT&T "Dropped Calls Tv Campaign" (2008) commercial still© AT&TAT&T “Dropped Calls Tv Campaign” 2008Dir. Phil Morrison · BBDOADC Awards Silver 2008
  • Allstate "Douglas Fir" (2011) commercial still© AllstateAllstate “Douglas Fir” 2011Dir. Phil Morrison · Leo BurnettLondon International Awards Bronze 2011

More from Leo Burnett

Award-winning finance & insurance commercials

  • Shield Insurance "After Shit Happened Service EP.1-5" (2026) commercial still© Shield InsuranceShield Insurance “After Shit Happened Service EP.1-5” 2026VML (VML Thailand / VML Bangkok)London International Awards Grand Prix 2026
  • NRMA Insurance "Help is who we are" (2022) commercial still© NRMA InsuranceNRMA Insurance “Help is who we are” 2022Dir. Gary Freedman · The MonkeysEffie Awards Grand Prix 2022
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • GEICO "Unskippable: Family" (2015) commercial still© GEICOGEICO “Unskippable: Family” 2015Dir. Terri Timely · The Martin AgencyCannes Lions Grand Prix 2015
  • Cash App "Timothée Chalamet for Cash App" (2026) commercial still© Cash AppCash App “Timothée Chalamet for Cash App” 2026Dir. Aidan ZamiriWebby Awards Winner 2026
  • State Farm "Batman vs. Bateman" (2026) commercial still© State FarmState Farm “Batman vs. Bateman” 2026Dir. Bryan Buckley · Highdive AdvertisingWebby Awards 2026

Questions

Who directed the Allstate “Tree Branch” commercial?

Phil Morrison directed it, produced by Epoch Films, for the agency Leo Burnett.

Which agency made Allstate “Tree Branch”?

Leo Burnett created it for Allstate (2010).

What awards did Allstate “Tree Branch” win?

1 awards, including LIA 2010 Silver — TV/Cinema/Online Film / Campaign.

What is the tagline of Allstate “Tree Branch”?

“Allstate. You're in good hands.”

Sources for the credits and awards

2010.liaentries.comweb.archive.org