Burnett, Mayhem make new resolution for Allstate

Mayhem is is taking steps towards self-improvement in 2018.

Mayhem is is taking steps towards self-improvement in 2018.

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 colin@reelchicago.com or follow him on Twitter @colincostello10.