Why do I love the “Mayhem” campaign from Allstate? Well, because the commercials are hilarious. And funny makes money.
But the genius behind the campaign is the personification of everyday accidents (Mayhem). Not only do the spots exemplify a human truth (accidents happen at the most inopportune times), but Mayhem is an arrogant jerk (human qualities). I don’t hate guys like that, but I sure would like to pop them in the nose a few times — exactly how I feel in a fender bender. At this point, they’ve hooked me emotionally (the brass ring in advertising).
Allstate closes the loop by making me feel confident Allstate offers the best coverage when it comes to unusual misfortunes. Implying other insurance companies might not cover certain accidents.
What do you think?