[ Would you tell me if you see a clear line here and any critique please. See if you can identify the two consumer appeals I try to explain to the reader. Thank you! DR] This is a popular sample in a series of ads from Allstate Insurance in which the company reminds us that mayhem is something that can happen anywhere, anytime. The commercial urges responsible drivers to always be ready and “covered” in case of an unwelcome eventuality. This is strongly based in our culture of being financially stable and feeling secure about our assets. We all want to be capable of handling a major expense to protect our pocket and our way of life; hence the need for insurance. The company and advertising agency (Leo Burnett, Chicago) are also naturally aware that insurance for registered drivers is mandatory by law to protect third-parties, and the pitch accommodates this premise. Because of this, they do not ask us to get basic insurance, but instead to get sufficient coverage with a full premium from them. The target audience is wide and large, because the advertising campaign potentially resonates with all drivers where the ad runs. In an article that appeared online at www.thenewyorktimes.com (URL on page three) in June of 2010, the company’s chief marketing officer Mark LaNeve said that the intended target audience is “drivers across the board, including young drivers.” It is very possibly that the advertising agency is using different situations on each TV spot to appeal to specific segments. On this chosen example (see link on page three), the middle-aged woman driving on the freeway commercial is likely intended for the 55-plus market. In addition, this ad/chapter in the series of “Mayhem” commercials is intended to attract consumers who do not mind paying a higher premium, as long as they get the right coverage and peace of mind. Mark LaNeve elaborates on this, and states: “you get what you pay for.” The strongest appeal of this ad to the consumer is fear. A direct play on the natural aversion we all share for the unexpected and the what-ifs. The commercial strongly calls upon the media consumer to analyze and ponder if he or she is prepared in case of an emergency while driving. Many things can come out of a bad accident but none of them can be good. When watching the ad, the mind of the viewer may be rushing to conclusions varying from seeing his or her own car wrecked and ruined, to a possibly worse outcome, such as a visit to the local hospital. Money woes and financial trouble flare up when it comes to bad scenarios, and this is where our fear is aroused. Do we have sufficient insurance coverage in case of an accident? According to Allstate, if we are not policy holders with them, we may not be entirely protected. This would mean that we ourselves would have to carry the expense, and that is indeed scary. The accomplished actor Dean Winters, who appears on TV series such as “Oz,” “30 Rock” and “Rescue me” plays the role of Mayhem on this ad. In this case, “Mayhem” represents the “blind spot” on the driver’s side and his purpose is to hide or obstruct the view of other incoming vehicles (“big things”) from the driver (us). The scene opens up with a take of an older woman driving at a good rate of speed on the freeway. Dean Winters, as Mayhem, is riding on the left panel outside of the vehicle, about where our blind spot is supposed to be located. As the victim-driver of the vehicle is checking her left side to switch lanes, Mayhem -as “blind spot”- gives her the OK to do so while blocking her left rear-view mirror and flashing a thumbs-up. Of course, coming from Mayhem this is very bad advice, and a bad accident ensues leaving the naïve driver scared and in shock. Mayhem strikes again, and leaves the scene satisfied moving on to the next unsuspecting casualty. This is a use of a celebrity appeal as the bad guy in the ad. A famous person appearing as the troublemaker from which the product being sold will save us. Winters brings a very convincing and sinister character to the TV screen. The ad is very popular on www.youtube.com and in another not surprisingly twist people have taken a like of this Mayhem bad guy. This of course only helps the advertising campaign because it means that more viewers are exposed to the selling idea. There is a second celebrity appeal in the voice of actor and Allstate ads’ spokesperson Dennis Hayberts. He is the “good guy” and advises us to call the company number to “shop less, get more”. Sources: http://www.nytimes.com/2010/06/21/business/media/21adco.html http://youtu.be/ndHOmYCMaXQ http://www.tv.com/people/dennis-haysbert/