This Mayhem-Filled Allstate Ad Is The First Thing You'll See After The Super Bowl [THE BRIEF]

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As soon as the Super Bowl ends, this ad from Allstate will play in the first commercial break. The Leo Burnett-created spot stars the beloved bad boy Mayhem, who it turns out is responsible for every single bad thing that has ever happened. SVP of marketing Lisa Cochrane told Ad Age that it's all about timing: "Brothers will embrace, all-time greats will speak and Allstate will unveil a special Mayhem spot in Position 1A right when the game ends." Here's a 60-second version of the 30-second spot.

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