Allstate, conceived in 1930 with a novel plan to sell insurance through the mail, comes to the Super Bowl in this spot via Leo Burnettt Chicago, its agency of record since 1957.

The marketer would not become a Super Bowl regular, though other insurers would buy time later, including Progressive Insurance with "Jim Lovell, Buzz Aldrin, and Aliens" in 1999, Hartford Insurance with "Piano" that same year, and Nationwide with "Gondola," in 2006, "Rollin' VIP" in 2007 and "Boy" and "Invisible" in 2015.

Also in 2015's Super Bowl XLIX: Esurance ("Sorta Pharmacist"), which had been acquired by Allstate in 2011 and shared some of its parent company's founding ethos, having been created in 1999 with a novel plan to sell insurance through the web.

BRAND: Allstate

YEAR: 1987

AGENCY: Leo Burnett

SUPERBOWL: XXI