Mayhem is everywhere®

Since 2010, Mayhem has used humor and cultural relevance to highlight the risks of buying home or auto insurance based on price alone. At the time, the insurance landscape was dominated by one message: price. Allstate needed something fresh, edgy, and memorable to cut through the clutter and deliver a new competitive message: when you buy insurance make sure you’re actually covered, or you leave yourself vulnerable.

Unlike other characters in advertising, Mayhem isn’t meant to be an Allstate spokesman, but rather an unconventional teacher. Dean Winters, the actor who portrays Mayhem, was cast after a broad search to find someone who could deliver the charm and edge Allstate was looking for.

The ad campaign has evolved with the times, adapting to new platforms and trends while staying true to its core: simple, relatable storytelling that underscores the importance of being properly protected. Mayhem has earned recognition through awards like Cannes Lions, Effie, Clio, and Addy, and continues to rank among the most memorable insurance characters.

From a shaky tree branch to a distracted teen driver, Mayhem has personified over 150 forms of chaos – ranging from animals and everyday mishaps to cultural phenomena like beauty bloggers and viral challenges. Despite being in market for over 15 years, Mayhem recently achieved the highest ad memorability among insurance mascots, proving the campaign’s lasting impact.¹

Over the last 15 years, the campaign has expanded beyond just home & auto messages to include a broad range of Allstate offerings – from accident forgiveness and Allstate’s Drivewise^® program to Allstate Protection Plans^®.

Mayhem reminds audiences that life is unpredictable and that the right coverage matters. Whether he’s crashing into your car or crashing the tailgate, the message is clear: make sure you’re better protected from Mayhem.

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