During a season when people make resolutions, why shouldn’t that pesky character from Allstate, Mayhem, make some as well?
The character whom Leo Burnett pitched to Allstate as “Mr. Mayhem,” has been played to dark comic perfection by actor Dean Winters since 2010. With his black suit, dress shirt and black necktie, he has always come across as the badass cousin of Mr. White from the 1992 film Reservoir Dogs played by Harvey Keitel.
A new campaign by Leo Burnett Chicago finds the character stating that, in 2018, he’s trying to be a better man and is taking steps towards self-improvement. Instead of creating havoc, he’ll be helpful — like becoming the tennis ball dangling in the garage to mark the spot where the car fits perfectly.
Each commercial ends with a piano tinkle that is reminiscent of Peanuts and states, “resolutions are made to be broken,” inferring that we’ll likely see his resolution go to pot as the campaign picks up speed in the New Year.
This first phase of the new #ResolutionsAreMayhem campaign, Winters is placed in situations where he is “safe” rather than reckless.
Overall, Mayhem seem a little reluctant in his new role, but we shall see, right?
Directed by veteran comic commercial director Phil Morrison, the tongue-in-cheek spots are a nice spin to a long-running campaign that tries to handle accidents and mishaps from a more positive point of view.
According to the agency, the #ResolutionsAreMayhem campaign will also feature the hashtag #ResolutionsAreMayhem, which will appear in digital and social content focused on relatable consumer resolutions, like dieting and exercise.
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
Contact Colin Costello at firstname.lastname@example.org or follow him on Twitter @colincostello10.