Editing Allstate (section)

===Mayhem===

[[File:DeanWintersOct10.jpg|thumb|150px|right|alt=Face shot of actor Dean Winters|Actor [[Dean Winters]], who portrays the advertising character Mayhem]]

'''Mayhem''' was created by [[Leo Burnett Worldwide]].<ref>{{cite news | last=Choi | first=Candice | url=http://www.businessweek.com/ap/financialnews/D9J4AU1O1.htm | archive-url=https://web.archive.org/web/20150328034506/http://www.businessweek.com/ap/financialnews/D9J4AU1O1.htm | url-status=dead | archive-date=March 28, 2015 | title=Allstate's profit surges as investments improve | work=[[Businessweek]] | date=October 27, 2010 }}</ref> Burnett pitched the character to Allstate as "Mr. Mayhem", comparing him to the character Mr. White from the 1992 film ''[[Reservoir Dogs]]'' played by [[Harvey Keitel]].<ref name="inside">{{cite news | last=Johnson | first=Steve | url=https://www.chicagotribune.com/2011/06/01/behind-the-scenes-with-allstates-mayhem-man/ | title=Behind the scenes with Allstate's Mayhem man | work=[[Chicago Tribune]] | date=June 1, 2011 }}</ref>

Mayhem has been played by [[Dean Winters]] since the campaign was launched in April 2010.<ref>{{cite news|title=MAYHEM RETURNS TO ALLSTATE'S AD ROSTER|url=https://adage.com/article/marketing-news-strategy/allstate-brings-back-mayhem-advertising/2390781}}</ref> The character wears a black suit, white dress shirt, and black necktie and his face is usually bruised, scarred, or wearing a butterfly bandage.

The formula for almost every Mayhem commercial has been the same. To begin the commercial, Mayhem identifies the risk he is portraying. He gives context into the situation and hints at an impending disaster that he will cause, which then takes place. For instance, a 2015 ad features Mayhem playing a portable grill hastily loaded into a car before being fully extinguished, which leads to an explosion when the still-burning embers ignite an enormous bottle of lighter fluid.<ref>{{cite web | url = https://www.allstate.com/advertising.aspx?lid=Tools/Resources%7CAdvertising | title = Check out Allstate's latest TV commercials | work = Allstate | publisher = Allstate Insurance Company | access-date = January 13, 2016}}</ref> Once the disaster's result is revealed, Mayhem warns that certain "cut-rate" policies lack coverage for the situation he has caused, advising the viewers to get their insurance policies through Allstate. Each commercial ends with Mayhem telling the viewers that by having Allstate, they will be "better protected from mayhem...like me." Damage to his clothing and injuries to his person carry over from one commercial to the next.

In some ads, Mayhem also has advised against going without roadside assistance. In separate advertisements, he described what could happen in the face of a catastrophe while driving; these consisted of having to stay in a creepy roadside motel overnight because one's car ran out of fuel, being forced to change a tire in a heavy downpour, being forced to stay at an awkward family gathering because one's car battery died, and potentially becoming a victim of crime due to a breakdown in the wrong neighborhood.

A series of ads in early 2018 featured Mayhem with a New Year's resolution to help keep people and property safe.<ref name=Mayhem-New-Year>{{cite news | url = https://www.marketingdive.com/news/allstates-mayhem-falls-short-of-his-new-years-goals-in-latest-ad/514339/ | title = Allstate's 'Mayhem' falls short of his New Year's goals in latest ad | first = Natalie | last = Koltun | date = January 9, 2018 | work = Marketing Dive | publisher = Industry Dive | access-date = July 10, 2018}}</ref> He took the role of various pieces of safety equipment, such as a [[lightning rod]] mounted on a house's roof to protect it during storms or a [[flare]] placed to warn drivers of a roadside vehicle breakdown.<ref name=Mayhem-New-Year /> However, less than a month into the new year, he broke his resolution and returned to his old habit of causing chaos and damage.<ref name=Mayhem-New-Year />

Allstate developed the campaign "Mayhem" and the character (Mayhem) in response to being ranked fourth in advertising spending behind [[GEICO]], [[State Farm]], and [[Progressive Corporation|Progressive]]. Allstate had an existing campaign called "Our Stand" featuring [[Dennis Haysbert]] that targeted "older, more traditional customers", and the company sought to develop a campaign that would skew toward younger customers.<ref name="inside" /> Nina Abnee, executive vice president at Burnett, said "We wanted to kick [[Flo (Progressive Insurance)|Flo's]] ass."<ref>{{cite news | last=Schultz | first=E.J. | url=http://adage.com/article/news/insurance-industry-s-4-billion-advertising-brawl/148992/ | title=How the Insurance Industry Got Into a $4 Billion Ad Brawl | work=[[Advertising Age]] | date=February 21, 2011 }}</ref> The campaign was first launched in mid-June 2010. The character was featured in TV and radio spots as well as on billboards and Internet banners. Some ads were adjusted to capture local details. By mid-2011, Allstate had won around 80 industry awards for the campaign.<ref name="inside" />

There is a Hispanic version named La Mala Suerte (meaning Bad Luck) for the Spanish-speaking market portrayed by Alberto Mateo.<ref>{{cite web |url=https://www.ispot.tv/ad/7t2Y/allstate-la-mala-suerte-un-gato-negro-spanish |title = Allstate TV Spot, 'La Mala Suerte: un gato negro' - iSpot.tv}}</ref>