Allstate’s Mr. Mayhem has been a lot of things over the years, from a deer in the headlights to a falling satellite dish and a wayward college pennant, to name a few. Now, the metaphorical character is making a resolution to cause “no more mayhem” in the new year. But, being Mayhem, he does this with a wink.
A new campaign by agency partner Leo Burnett Chicago finds the lovable mischief, played by actor Dean Winters, stating that in 2018 he’s trying to be a better man and take steps towards self-improvement. Instead of causing havoc, he’ll be helpful, like being the tennis ball dangling in the garage so you pull the car in just right, as he is in the campaign’s new launch spot. That spot also states at the end, “resolutions are made to be broken, meaning we’ll likely see his resolution unravel as the campaign picks up speed in the new year.
In the first phase of the #ResolutionsAreMayhem campaign, Mayhem is put in situations where he is safe rather than reckless. In one, he’s a safety flare with his head on fire. In another he’s the blinking red light of a home security camera. Two more find him being that aforementioned tennis ball and a home-protecting lightning rod. Mayhem seems reluctant in his new safety role but does his jobs willingly.
The campaign, uses Mayhem to tap into consumers’ New Year’s resolution behaviors and keep Allstate insurance top-of mind. Most people start the year with innate optimism to improve themselves/better their lives.
The #ResolutionsAreMayhem campaign kicks off today (December 29), with the second phase launching during the College Football National Championship game on January 8, 2018 on national television. Each spot will feature the hashtag #ResolutionsAreMayhem, a tag that will also appear in digital and social content focused on relatable consumer resolutions, like dieting and exercise. In addition to the new TV ads, fans are encouraged to watch for digital and social components to roll out in three phases: making resolutions, struggling but keeping resolutions and breaking resolutions.
See the spots by clicking on the Creative Works box below.