Allstate is one of the largest auto-insurance companies in the US. While they also provide other insurance policies, this ad focuses on their vehicle insurance. Like many insurance companies, they have a long running mascot of sorts. In this case it is Chaos itself, lovingly referred to as “Mayhem”. Mayhem takes many different forms, but they are all played by the same actor. This ad series has been running for 15 years, so it stands to reason that the formula is working as intended. Let’s take a look at how this one plays out.
The opening scene for this commercial starts with Mayhem coming through the trees. He announces that he represents a wild bear, fresh from hibernation and looking for food. The “bear” proceeds towards a parked vehicle with a partially open window, sniffing the air for the food inside. He grabs the door with his bare/bear hands and rips in straight off the hinges, then dumps the food out on the backseat. After eating everything, the bear casually walks away, smashing a side mirror off in the process.
During the entire ad, the tone is one of humor. The absurdity of the situation is meant to lighten the subject of property damage causing very real distress for many of us. As with all “Mayhem” commercials, there is a general appeal to a sense of unpreparedness for disaster. Anyone who has a vehicle risks the unknown bringing them damage and destruction. However, there is also always a more narrow lifestyle targeted as well. In this case, avid hikers or campers might discover their auto insurance does not cover something like a bear burglary. Wildlife damage to vehicles is far from unheard of but might be outside the average policies boundaries.
Overall, the message is reasonable: make sure your insurance policies fit your unique lifestyle. Otherwise you might find yourself covering thousands of dollars in damages. Allstate wants you to know that they offer this sort of coverage with their policies.
No comments:
Post a Comment