Ad Post: Allstate Mayhem Facebook Page

by Amy Yen

Allstate Insurance Mayhem Facebook Page
Agency: Leo Burnett Chicago

One of the most enjoyable ad campaigns out there right now is Allstate Insurance’s “Mayhem” ads, featuring one of my favorite character actors, Dean Winters (Ryan O’Reily on Oz, Dennis Duffy on 30 Rock, Johnny Gavin on Rescue Me, Charley Dixon on Terminator: The Sarah Connor Chronicles). Hilarious & with an impressive rewatchability factor, the most impressive thing about the campaign is its simple, well-illustrated message, with each ad ending in longtime Allstate spokesman Dennis Haysbert’s familiar voiceover.

“Mayhem”‘s Facebook page is equally impressive, boasting more than a million fans & one of the most innovative uses of the space I’ve seen. In addition to the expected video tab, which has all of “Mayhem” TV spots, there’s also a “Quote For a Quote” tab, which offers fans a free t-shirt with a quote from the commercials (including “Shaky, Shaky” from the Random Wind Storm spot & “OMG Becky’s not even hot!” from the pink SUV spot) if they sign up for a free auto insurance quote. Most fun of all is the “Meet Mayhems” tab, which is a Brady Bunch-esque interactive ad featuring nine different Mayhems, all of them constantly moving & interacting with each other as you click on them to get their stories, including “Dryer Lint Mayhem,” “Racoon With an Ex-Racoon-Wife Mayhem,” “Thin Sheet of Ice Mayhem” & “Other Thin Sheet of Ice Mayhem.” All of them are hilarious & it takes some time to get get through all of them, in what is an amazing execution of an interactive banner.

Winters continues to be brilliant & the copy writers are truly outdoing themselves as this campaign only seems to be getting more creative as it goes along. (Even the TV spots are only getting funnier. The most recent ads include Blind Spot ["You're good!"] & best of all, Raccoon ["I've already had, like, four babies."].) Really terrific work in a tough product category.

 

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