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Resolutions Are Made to Be Broken – Especially for Mayhem

The spokescharacter returns to causing trouble for part two of Allstate’s #ResolutionsAreMayhem campaign.

Didn’t keep your New Year’s Resolution? Mayhem didn’t, either.

At the start of the new year, like many of us, the beloved Allstate spokescharacter played by actor Dean Winters committed to an ambitious New Year’s Resolution: no more Mayhem. With the launch of the #ResolutionsAreMayhem campaign by Leo Burnett, the troublemaker instead resolved to be everything that keeps you safe – from a lightning rod to a road flare to an overly-active home security system. But did we really think he was going to keep it?

Spoiler: No.

In the campaign’s latest spot, “Broken,” Mayhem unhappily continues his commitment to keeping people safe until he realizes that other people haven’t kept their resolutions – so, why should he? Just like that, Mayhem is back.

Using humor in advertising has become a trend for the insurance category, which now hosts a cast of loveable, wacky characters, such as Mayhem, Flo and a well-spoken gecko. As U.S. Chief Creative Officer Britt Nolan stated in a New York Times article on the topic, this is because comedy is an effective way to make the industry more approachable. “Insurance is a burden category, so let’s lighten the burden. … Let’s make the brand feel likeable and fun.”

“Broken” premiered during the College Football National Championship game with three TV spots and supporting social across Mayhem’s channels.

January 9th 2018

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Allstate