Allstate’s Mayhem Re-enacts a Homeowner’s Real-Life DIY Disaster for the First Time

And he isn't great with trees

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. 


Client: Allstate

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

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