Leo Burnett Chicago launched a New Year’s spot for Allstate featuring the brand’s long-running Mayhem character, as portrayed by actor Dean Winters, (who played one-time Liz Lemon boyfriend/Beeper King Dennis Duffy on 30 Rock).
This time around, Mayhem has changed his tune. In fact, he claims his New Year’s resolution is to stop causing mayhem, with a look back at the various forms he’s taken over the years. Instead, he wants to be something that helps keep people safe, like that tennis ball in your garage that prevents you from pulling in too far.
The spot ends with a knowing wink via the line, “Resolutions are made to be broken,” followed by the tagline “Are you in good hands?” After years of the same schtick, the spot represents an interesting change of pace for the character, with a promise of a return to form at a future date.
The ad is part of the first phase of Leo Burnett Chicago’s new “#ResolutionsAreMayhem” campaign for Allstate, which kicked off on December 29. According to The Drum, the next stage of the campaign will roll out on January 8, during the national broadcast of the College Football National Championship game. In addition to the ads, the campaign also includes digital and social components utilizing the “#ResolutionsAreMayhem” hashtag.
Agency: Leo Burnett Chicago
EVP, Executive Creative Directors: Mikal Pittman & Dave Loew
VP, Creative Directors: Chris Von Ende & Mike Ward
Senior Producer: Leah Karabenick
SVP, Executive Producer: Denis Giroux
VP, Account Director: Bianca Bradford
Account Supervisor: Ryan Seagram
Production: Epoch Films
Director: Phil Morrison
Director of Photography: Jess Hall
Line Producer: Martha Davis
Executive Producer: Melissa Culligan
Editorial: Whitehouse Post
Editor: Matthew Wood
Post FX: The Mill Chicago
Color: Luke Morrison
VFX Supervisor: Udesh Chetty
Sound Design: Another Country
Sound Engineer: John Binder