Allstate's new agency Droga5 is bringing a quirkier tone to the insurance giant's advertising—and it's doing so without using the company's long-running Mayhem campaign.
In interviews last week, Allstate executives were vague about the future of Mayhem, the long-celebrated effort first unleashed by previous shop Leo Burnett in 2010 featuring the comedic mischief of the character played by actor Dean Winters. Mayhem ads last ran on TV in early June, according to ad-tracking service iSpot. When asked about the campaign's status, Allstate Chief Creative Officer David Hernandez only said Winters “is a great partner.”
With the new ads, Allstate still wants its customers to know they’re "in good hands"—its long-running tagline that predates Mayhem—but also that those hands can do more to help during the current economic and COVID-laced climate.
The campaign is led by two 60-second TV spots debuting today that are similar to previous marketing in that they use a pair of open palms and the text “You’re in good hands.” However, the commercials are quirkier than previous efforts and also meant to make consumers aware that Allstate offers more than just home and auto insurance—it sells identity and mobile phone protection as well. In one spot, a woman literally rolls out of bed, outside and down the street as she picks up more and more physical protection from the objects around her. “This is the feeling of total protection,” Dennis Haysbert, Allstate’s longtime spokesman, says in a voiceover. In another spot, objects ranging from Jello molds to full grocery bags remain forgotten on a car roof as a driver safely steers through streets.
“We want people to thrive, we want them to live with confidence,” says Elizabeth Brady, who joined Allstate as chief marketing officer two years ago, noting the renewed importance of electronic devices for consumers during the pandemic. “We will be there to protect them like we have for so many years—we’re leaning further into that.”