Allstate's Mayhem Demonstrates DIY Fails in New Ads

He's Back to Make Some Home 'Improvements'

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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 that launched on Dec. 31, Allstate aimed 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.

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, were 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.

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.

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Jan 05, 2016
Leo Burnett Chicago
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