2010: Allstate disrupts insurance industry with introduction of “Mayhem”

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today’s marketing moment was chosen by Leo Burnett Chicago. Below, find out why Leo Burnett Chicago’s “Mayhem” campaign for Allstate Insurance is one of the agency’s favorite marketing moments.

In 2010, Allstate’s “Mayhem,” played by Dean Winters and created by Leo Burnett Chicago, burst onto the scene.

The character wreaked havoc, first appearing as a tree branch falling on a car, then as a teenage girl crashing her pink SUV. Mayhem changed the conversation, disrupted the commoditization of insurance, and provided a new perspective to consumers to consider the right coverage.

The chaos of Mayhem resonated with audiences. It also complemented Dennis Haysbert’s reassuring “In Good Hands” campaign.

Over the years, Mayhem’s various incarnations, stunts and digital presence – particularly, as the “Social Savvy Burglar” at the 2015 Allstate Sugar Bowl that resulted in an 18 percent increase in home insurance sales – continue to captivate audiences and drive results, keeping the brand relevant in a highly competitive marketplace.

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