I really liked the discussion in this reading about campaigns and how they're tied together - either by look, feel, voice, tone, style, imagery, or the
tagline. The examples in the book were good, but I personally am a huge fan of Allstate's Mayhem campaign. I can't find a picture of it, but if you're ever at the corner(s) of Fullerton, Elston, and
Damen right by campus, there is one of the ads that says "6 Corners? That's Mayhem." It fits in perfectly with their campaign (which you can find an example of it here if you haven't seen it before:
http://www.youtube.com/watch?v=5-Sjld5yy3Q). They also have it in print campaigns (like the one near campus at Fullerton/Elston/
Damen) that have this look and feel:
The nice thing about this campaign is that even though they're all unified by look and
tagline ("Dollar for dollar, nobody protects you from Mayhem like Allstate") and the videos are all unified by the "Mayhem" character (also with that
tagline), each one caters to a different audience. For example, there's one about a teenage boy driving and "Mayhem" is a girl jogging. Then there's one about "Mayhem" being the snow on the roof. They're all distinct and unique, but they all fit together to form one cohesive and memorable campaign for Allstate.
Good call with that shout out to the 6 corner intersection at Damen, Elston, and Fullerton. That intersection is nothing short of mayhem. Pretty smart on Allstate's part to place that there and at other 6 corner intersections around the city.
ReplyDeleteThe commercials are great and they are memorable to its audience.
ReplyDeleteI love these commercials, great example! My favorite is the pink SUV with the teenage girl talking on her phone
ReplyDeletehttp://www.youtube.com/watch?v=5-Sjld5yy3Q
I love this. Those commercials are so memorable, not only because they speak the truth but also because they cater to many individuals which is very smart for allstate because they are attracting a variety of people to their company. Their campaign is very successful and memorable.
ReplyDeleteI agree with your post, Allstate is a great example of a company that creates campaigns (or any form of art) that successfully use the various tactics mentioned in our design book (ex: produced a lot of different commercials that attract all types of target audiences).
ReplyDeleteThe TV ads are hilarious and memorable and the print and out-of-home ads are eye catching and graphically beautiful (mostly borrowing from Saul Bass).
ReplyDeleteHowever, I feel as a cohesive campaign, Allstate failed. There is a disconnect across media channels. As stated in the book, there is the core storyline of 'mayhem' and tagline line carried through each medium, but the style and tone of the ads are so different from each other. It took me awhile to figure out the two ads were part of the same campaign. It may have helped if they used the same Saul Bass inspired type in the TV ads to make the campaign more connected and recognized.