http://www.youtube.com/watch?v=vtP-S9OS0o0
Allstate started a string of commercials normally featuring Mayhem. They began using humor as a way of getting people to remember their commercials and therefore their product. They already had Dennis Haysbert and the familiar slogan, but other companies had more exciting and memorable advertisements. By going with Mayhem, they changed the way their audience viewed Allstate. This specific commercial portrayed Mayhem as a teenage girl driving recklessly because she is distracted by her cellphone. Some of the other commercials show him as a shaky tree branch falling on your car, raccoons destroying your house, or a deer in headlights. The situation in each of the commercials is always different which allows for a wide variety of people that can relate. While you are watching this, you become the subject, while Mayhem acts as the object. Allstate puts you in a position where you are able to consider being one of their customers after seeing one of these ads. After they introduce you to a situation that you could encounter, or possibly already have, they convince you that they are the better alternative to any other insurance company because with Allstate, “you’re in good hands.” This makes you rethink your own insurance policy and if you really are in good hands because if something were to ever happen, wouldn’t you want the best insurance out there?
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