December 20, 2010
My opinion, the best advertising of 2010 is the “Mayhem” campaign for Allstate. Yes, I once worked at Leo Burnett but that just makes me happier and prouder making this choice. Besides, I like to think of myself as an early adapter to this campaign. Back in June I applauded the introduction of “Mayhem” even when others didn’t.
The others were wrong. Actor Dean Winters and his “Mayhem” character have already ensconced themselves into popular culture. And unlike other popular advertising characters (Can you say ‘Flo’ from Progressive?), Mayhem is smartly written and deftly produced. Some eight or ten spots later, not only does the campaign have legs but the work is getting better and better. Have you seen the holiday commercial? It’s hysterical.
I know there have been more famous marketing creations in 2010. Early on, Old Spice and Nike knocked campaigns out of the park. But those brands moved on. Mayhem, on the other hand, keeps on wreaking havoc, making it a big, enduring idea. The others, however brilliant, were one-offs. A solo homerun, no matter how far it’s hit, is still a one-point affair. (Granted, advertisers like Nike and Old Spice have demonstrated they are very capable of hitting numerous solo homeruns! As of this writing AOR for both brands, Wieden & Kennedy was deservedly selected agency of the year by Adweek.)
My one quibble: no Mayhem on Allstate’s website. Nor could I find any digital work highlighting Mayhem. But maybe that’s not such a bad thing. After all, Mayhem is what prompts us to buy insurance not where we go to buy it. Still, if the campaign wants to become the penultimate case study they’re going to want/need some digital credentials.
This from the blog, These Are Their Stories:
Dean Winters, who appeared on Law & Order SVU as Detective Brian Cassidy during the first half of the first season, is now the star of some new offbeat commercials for Allstate. He is portraying a character called “Mayhem” who represents all the different kinds of damage that can affect drivers.
Last year, in this blog I praised Allstate’s long-running ad campaign featuring actor, Dennis Haybert. His patriarchal and steadying demeanor was just right for the huge insurance agency, particularly during times of economic turmoil.
While the world is far from economically recovered, Allstate and its agency, Leo Burnett created a new and very different ad campaign. First impression: It’s fantastic. From the exquisitely biting acting chops of its protagonist to the bodacious music track, these deft executions are handled with gritty style and panache. Trust me folks, this is not your father’s Allstate. Mayhem is personified by Winters as a mischievous devil, quite willing to do harm. He is a “deer in your headlights.” A teen-aged driver. A fallen tree in a windstorm. When the character wreaks havoc on your car, home or person he laughs gleefully, sinfully. Like I said, not your father’s Allstate. Wisely, Haybert’s steadying voice-over is retained at the end, taking the edge off the campaign.
Unlike previous work, the campaign no longer speaks prosaically about safety, security and protection. Instead “Mayhem” is taking on Geico and other discount insurers. If you worry about saving “up to 15% on auto insurance” you’re likely not covered for certain kinds of mayhem. It’s a radical departure for the brand. But instead of fighting value with value (thank God), Allstate and Leo Burnett created this.
In some respects, “Mayhem” is also the debut creative of Leo Burnett’s new Chief Creative Officer, Susan Credle. As many of you know, after a lengthy search, Leo Burnett plucked Credle from BBDO in New York. There she’d created the mischievous M & M’s campaign for Mars, among many others.
In Cannes, I spoke with Credle at length about Allstate’s new campaign. At the time I had not seen a single piece of communication. But Susan was very excited about it. Having seen the spots I can see why.