Tuesday, June 22, 2010

All-State sparks a little Mayhem

Mayhem, it's unpredictable, irrational and always gets you at the wrong time. That's the fear AllState is determined to stir up in consumers' minds with its new spot "Mayhem" created by Leo Burnett Chicago.

I think its an interesting turn for AllState given its longstanding "Good Hands" campaign. A turn which definitely gets the point across in a menacing way that should turn enough heads to gather the wanted interest. I'm curious to find out what other platforms they intend to attack with this approach... could be the necessary turn they need for the better.


The actor is Dean Winters from the OZ who definitely captures the screen with his creepy performance, its wild enough to work and that's why I like it! I should also mention that AllState plans to keep its "Good Hands" campaign running alongside this "Mayhem" campaign. Look forward to seeing where it goes from here...

'til next time!'
-APL

3 comments:

  1. I think the mayhem commercial is really in bad taste. It gives me the creeps. It's sick. Is this the image Allstate wants to send?

    ReplyDelete
  2. Thanks for the comment! This new spot certainly steers away from their old campaign, and to be honest I'm not really a big fan as well. I don't really see how it makes any sense. The key'ing of the car in the first scene..fine. But the deer in headlights is a little strange and don't really think it was needed. Thanks for the comment and hope to see more of them in the future!

    ReplyDelete
  3. Do take into account they still have their "In Good Hands" campaign with the soothing character from the show 24. I think the message is good because it counterbalances the reality most individuals live in, that being the naiveness of always thinking "nothing is going to happen to me". And this commercial highlights the fact that mayhem does happen, you can't expect it and therefore need to make sure you are in safe hands before it happens. That's why I like it.

    ReplyDelete