Dive Brief:

• Allstate today is unveiling an omnichannel campaign ahead of the Allstate Sugar Bowl on Jan. 1 that plays on the classic trend of making resolutions for the New Year, according to a press release shared with Marketing Dive.
• The six TV spots, all 15 or 30 seconds long, show the idea of "mayhem" — unexpected things that life throws at consumers — embodied in a single person. That person, named Mayhem, is fed up with his mischievous past and has made several safety-focused goals for 2018, including posing as a lightning rod to prevent a strike from hitting a home, lying on the ground as a road flare to direct traffic in the dark and serving as a tennis ball hung from a ceiling to ensure drivers pull their car fully into the garage.
• Each video in the #ResolutionsAreMayhem campaign features the dedicated hashtag to connect the efforts across TV, digital and social channels. The components on all channels include the tagline "resolutions are made to be broken" to solidify the insurance company's message that customers are "in good hands" even if their best intentions go awry.

Dive Insight:

Just as many consumers are crafting their own resolutions to kick off 2018 on the right note, the marketers at Allstate and creative agency Leo Burnett Chicago also turned their eyes to the New Year. The Mayhem character is changing his tune in this campaign from wreaking havoc to focus on safety promotion in 2018 and make sure customers are covered ahead of freak accidents.

"Of course, believing that Mayhem can turn over a new leaf is as naïve as believing that most people will keep their resolutions all year long," Katherine Roth, Allstate's director of social, digital and content strategy told Marketing Dive. "The solution? Make sure you're better protected with Allstate in 2018."

The #ResolutionsAreMayhem campaign will roll out in phases that mirror typical consumer resolution behavior, such as making, struggling to keep and ultimately breaking their goals. The first phase includes getting in front of the massive audience of the Sugar Bowl on Jan. 1 — a smart move given the hordes of engaged viewers generally attracted by college football tournaments. Last year's Sugar Bowl game saw 9.71 million live viewers, according to ESPN, pointing to the potential impact of Allstate's latest TV spots.

Through these new commercials, the humorous Mayhem character helps highlight some unexpected vulnerabilities people face.

"Our ultimate message is simple: No one is perfect, but Allstate is here to keep you and your loved ones safe," said Jennifer Egeland, Allstate's director of brand strategy. "It's a new twist on our long-standing statement that Allstate can protect you from the mayhem in the world."

The Mayhem character, played by actor Dean Winters, has starred in Allstate advertising since 2010, including previous spots during college football bowl games and efforts that have encouraged user-generated content on social media. The recognizable character, along with the company's classic tagline "you're in good hands" smartly ties the campaign to Allstate and helps to keep the insurance brand top-of-mind for consumers in a quotable and fun storyline.