Allstate Commercial

Allstate Mayhem commercial - GPS

http://youtu.be/mS2Ba9gTPOo

The first Allstate Mayhem commercial aired mid-June of 2011. It was used as a marketing tool to target all drivers in an attempt to bring the company from fourth place to first place, with Geico, State Farm, and Progressive as the leaders in advertising spending. The commercials portray rather unfortunate events that could occur from a variety of different scenarios. The advertising character Mayhem, played by Dean Winters, acts out different real world occurrences that if you don’t have enough insurance coverage could force you to pay for the damage out of your pocket. When the commercial opens, a man is driving down a busy one way street and looking down at his GPS (Mayhem in this case), which has never been updated tells him to make a left turn onto oncoming traffic. The result is the driver swerving and hitting a parked car.

The advertising agency are aware that it is mandatory for all registered drivers to be legally insured. The commercial urges responsible drivers to always be ready and “protected” in case of an unwelcome event. By using Mayhem, Allstate advises that you get the full premium coverage, instead of just the basic coverage. So that you are capable of handling all major expenses. The strongest appeal is Pathos, as they play on the consumers fear. While watching the ad the viewer starts to ponder if they have the right insurance, and visualize the scenarios happening to them. In this case would they be prepared for any event in which they were traveling down a road they were not familiar with, and their GPS directs them onto oncoming traffic. Do we have sufficient insurance coverage in case of an accident? According to Allstate, if we are not policy holders with them, we may not be entirely protected. This would mean that we ourselves would have to carry the expense, and that is indeed scary.

Allstate also appeals to our sense of humor in this commercial by portraying the actor...