I have been a fan of AllState’s advertising for some time. The spots made me feel good about the company. It seemed to have integrity and I appreciated the straight forward approach. Here’s are a couple of examples of the old TV spots that won me over:
Recently AllState launched their new “Mayhem” campaign. In these spots, they’ve taken a whole new approach, using fear tactics, and giving “mayhem” a human face. The spots don’t work for me at all and fly in the face of my long held perception of the AllState brand. Take a look at the new spots and let me know what you think. I feel that they’ve lost their way. (Feel free to visit AllState on YouTube at http://www.youtube.com/user/Allstate)
Of course, AllState may not care. The new spots have certainly brought them a lot of attention. Several of their new commercials have more than 40,000 views on YouTube. For better or worse, that far surpasses anything from their old “Our Stand” campaign.
Post by Dan Dunlop, Brand Expeditions
Hey Dan,
As the ECD on both the Our Stand (Dennis) work and the new Mayhem work, just wanted to say that you are right on both counts. I’m proud of the truth and integrity the Allstate brand has always stood for…and the personification of its opposite that we’ve created with Mayhem. You’re right. He’s shaking things up, as he was intended to do. Lex Luthor to Dennis Haysbert’s Superman. Good and evil both exist in the world…Allstate is there to help you live without fear. And you’re also right. In an interconnected, always-online world, Mayhem has helped us get noticed and talked about. Never a bad thing. I’ll keep watching your posts.
-Jeanie Caggiano, Leo Burnett
Jeanie, thanks for your comment on my post. I appreciate hearing your perspective.
Dan
Personally, I am a huge fan of the new Allstate work. As far as I’m concerned it is, along with the oldspice work, the best thing running right now. I appreciate your comment Jeanie. It really just made me appreciate the work that much more. And congragulations! Tell your clients congrats aswell for being bold, interesting and innovative.
(I also appreciate your perspective Dan. I simply disagree.)
These spots made me switch from Geico yesterday.
They’re great; O’Brien from OZ as the tie bar and cufflinked otherworldly evil force. Love the live without fear tactic. Did something similar for an HMO client a few years back “Go ahead, you’ve got Optima.”
I agree the crime/law/whatever show guy lends credibility/gravity. But these make me feel like my insurance company knows what I’m up against AND has a sense of humor. And that stoic guy still delivers the VO to close. I believe in the good hands already. It was time to build on it. And now Allstate has become cool.
Jeanie, if you need some freelance help I’m in Minneapolis and will come over in a heartbeat.
I think that the new Allstate campaign is brilliant. It is so much more honest, despite the tongue in cheek humor, than the previous ads were. Allstate is not your trusted friend or benefactor, they are providers of an insurance policy; a terribly abstract bet against yourself that you wonder if you will ever need or in that case, be able to collect. This naturally is a tough sell. The Mayhem series is not fear mongering but rather assuring the consumer that the company is aware of the apathy towards insurance and the frustration and distrust toward insurance companies who try to act either cute or heroic. This ‘it is what it is’ approach is so refreshing. Dean Winters is also fantastic as Mayhem. His glib charm and dry delivery are more funny than a month of Letterman. I want insurance just so that he can hit my car in the parking lot. He’s not so unlike Ryan O’Reily was on Oz; I think in the end Mayhem is going to come out on top. These ads give Allstate the no nonsense appeal it needs to sell insurance to my demographic – hot babes with awesome headbands.
Hey Dan,
Great post, I like how you compare the two advertising directions. Clearly the old direction was not good enough otherwise they wouldn’t have changed it. Their new advertising direction forces people to think about their insurance and Allstate appears as the company that provides products that meets its customers needs.
Sorry to be so late to the party – my invitation must have gotten lost in the mail.
Dan, I think it’s a good bet that anyone in search of insurance is already familiar with Allstate.The older heartwarming spots you adore – while nicely shot and written – are simply generic spots.Like a bowl of cold plain Oatmeal, they just sit there. I am not motivated to do much except maybe think of my grandparents. On the other hand – whether you like it or not – fear is a tremendous motivator and the Mayehm spots are nothing short of brilliant.
They’re well written, wonderfully shot and Dean Winters plays the role like he was made for it. Now these ads get you thinking. They make you want to do something…like update your insurance if you have it and
maybe look into getting some if you don’t.
Bravo Jeanie and those involved in this campaign. It’s a winner!
[...] Allstate and State Farm. In the past I’ve written posts about advertising produced for Allstate, Liberty Mutual, and State [...]