Dean Winters is into year seven of his gig as Allstate's "Mayhem" character, but this time—for the first time—he's playing a real-life person whose dangerous ineptitude could have ended really, really badly.
During the Allstate Sugar Bowl on New Year's Day, the insurance company (via ad agency Leo Burnett) issued a call for real-life DIY disasters. It then posted a bunch of them online and invited people to vote for their favorite—promising to turn the winner's story into a new 30-second commercial.
That spot aired Monday night during the College Football National Championship Game.
Check it out here:
Yes, Caleb Gauff is the winner of the Mayhem DIY campaign, having earned 33.5 percent of the online votes. In the winning ad, the Mayhem character humorously re-enacts Caleb and his father's spectacular DIY fail.
Voters were entered into a sweepstakes, with one winner getting a $25,000 Lowe's gift card.
Agency: Leo Burnett Chicago
Ad or Campaign: Mayhem DIY
Executive Creative Director: Charley Wickman
Creative Directors: Mikal Pittman, Britt Nolan
Associate Creative Directors: Pete Lefebvre, Mike Costello
Art Director: Derek Heinze
Group Executive Producer: Veronica Puc
Producer: Leah Karabenick
Account Directors: Dave Macey, Jon Linton
Director Sweepstakes, Games and Contests: Amanda McKinney
Production Company: Anonymous Content
Director: Tim Godsall
Editorial: Arcade Edit
Promotion Company: PrizeLogic