Allstate's Mayhem Demonstrates Do-It-Yourself Fails in New Ads

Spots Start Running on New Year's Eve

By Published on .

Watch out, homeowners – Allstate's Mayhem is back, and this time he's taking it upon himself to make some home improvements using online do-it-yourself videos, a task which too often results in failure.

In the "Mayhem DIY" campaign launching on Dec. 31, Allstate aims to remind consumers in a series of humorous 30- and 60- second TV commercials that they have the right to homeowner's protection, said Katherine Roth, senior manager-integrated marketing communication at the insurance company.

"Our world is changing a lot and technology is changing and what we realized here at Allstate is that as the world of technology changes, so do people's insurance vulnerabilities, so we want to educate consumers on potential vulnerabilities they may be exposed to," said Ms. Roth.

She added that a lot of people today are using DIY tutorials to educate themselves on home repair projects, and many of them post stories or videos online about their failed attempts. After searching the internet for DIY fails, Allstate used four stories as creative inspiration to develop four teaser spots featuring Mayhem, who has been wreaking havoc for the brand since 2010. An example of a DIY flop used in one of the spots is about a man who caused a pipe to burst by drilling a hole through the bathroom wall.

In addition to the teasers, Allstate will release two other ads that are overviews of the campaign rather than specific stories.

The ads, created by Leo Burnett, will first be broadcast during the 2015 Chick-fil-A Peach Bowl, Playoff Semifinal at the 2015 Goodyear Cotton Bowl Classic and the Playoff Semifinal at the Capital One Orange Bowl on New Year's Eve. They will run again during the 2016 Allstate Sugar Bowl on Jan.1 and in other select bowl games through Jan. 11.

Ms. Roth said no other TV broadcasts are planned for the ads at this point, but the spots will be posted on digital and social channels, including Facebook, YouTube and Twitter.

To get consumers more involved with the campaign, Allstate is asking the public to vote on or on Twitter for which DIY teaser ad they'd like to see in full-length during the National Championship Game Jan. 11. Fans who participate in the contest are also entered into a sweepstakes for a chance to win tools and a grand prize of $25,000 to Lowe's.

Allstate declined to disclose marketing spending for the campaign.

In 2014, Allstate spent $893.4 million on U.S. advertising, according to the Ad Age Datacenter.

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