Corporate Video – Allstate Mayhem Commercial Analysis
AllState began releasing their ‘mayhem’ commercials several years ago, and they received quite a bit of attention and praise for the level of creativity. The ad campaign focuses on a consistent character who personifies mayhem itself. So, why does this tactic work in commercial after commercial?
Mayhem We Can Relate To
Take a closer look at this particular commercial; ‘Mr. Mayhem’ is acting as a deer, stepping out into the street, only to get hit by a car. This works for two reasons: One, we don’t have to actually face the harsh and somewhat disturbing reality of watching someone hit a deer. It’s a real-life situation done in a comical, yet relatable way.
Second, there are thousands of deer-related auto accidents every single year. Allstate utilizes this commercial in such a way that it lets people who have experienced deer accidents, or know people who have, to connect to the insurance brand. It subconsciously plants the seed that if you’ve been in a deer/auto accident, you could have been protected with Allstate.
All of the Mayhem commercials work in a similar fashion, presenting a real-life situation in a comical fashion, but leaving enough reality so thousands of people can relate to it, and thus, relate to Allstate as a brand. With so many popular insurance agencies on the market, Allstate’s campaign idea to connect with people on an individually-situational basis is extremely effective.
By mixing humor and a bit of realism into what could otherwise be just another ‘boring insurance commercial,’ Allstate has taken a leap forward in their video marketing campaign like no other insurance company has yet to accomplish yet.