I'm fond of the Mayhem Allstate commercials. The situations are always feasible events in which people must have insurance protection. The actor who plays Mayhem always cleverly plays various character roles well, and the bandages on his face indicate he will get into some form of trouble. Today, I chose the cat commercial. The cat commercial fully encapsulates the attitude perceived by a house cat and the mischief it causes and demonstrates why Allstate should be providing coverage to protect the cat owners.
Like in the opening scene, people tend to get cats thinking they will be docile and primarily lay in laps seeking affection. It's a typical suburban home, and the cat Mayhem is on the couch playing with the toy the woman holds for him. Mayhem then proceeds to do all the actions that a cat owner might encounter that are not the ideal behavior traits. He was "plotting to destroy you" from the beginning. He proves this statement by slapping the hand when first coming to his new home, dropping a mouse on the owner's face while sleeping, turning on the sink, sizing people up by looking through the hold on the cat stand, eating a bird, etc. The owners seem oblivious to the trouble he is causing by acting unconcerned while on the couch and videoing him riding on the Roomba. The panic moment arrived when the ceiling fell through from the water Mayhem had left on in the bathroom upstairs. His statement, "if you've got the wrong home insurance…" implies that not all companies will pay for these damages, but Allstate will. Another way the commercial shows that Allstate will care for you in times of need is with the company motto: "Are you in good hands?"
The commercial is constructed with Mayhem in various scenes causing trouble. He narrates his thoughts and actions. All the different settings are reminders about mischievous cat behaviors. The colors used are the trendy neutrals people are decorating with right now. The tone is a matter of fact, stating that all this will happen.
The advertisement is geared toward adults with a property they need to insure in case an event happens, like the one shown in the ad, and costs for repair/replacement will be high. Therefore, it injects humor to make the commercial more appealing while selling the viewer the need for its product. This humor is two-fold. One, with the actor playing the role of the cat, and two, the habitual annoyances cats are known for doing. The tone, method of delivery, and repetitive use of the actor playing various Mayhem roles are effective marketing for Allstate. Companies that use a particular actor/actress create a bond with their product that customers expect to see in advertisements. The commercial also uses the jingle heard in all Allstate commercials.
Whether we want it or not, insurance has been developed and is necessary to protect high-value items and people. The creators did a good job establishing relationships with viewers with this and other ads to influence people to buy their product.
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