formula for almost every Mayhem commercial has been the same. To begin the commercial, Mayhem identifies the risk he is portraying. He gives context into the situation and hints at an impending disaster that he will cause, which then takes place. For instance, a 2015 ad features Mayhem playing a portable grill hastily loaded into a car before being fully extinguished, which leads to an explosion when the still-burning embers ignite an enormous bottle of lighter fluid. Once the disaster's end result is revealed, Mayhem warns that certain "cut-rate" policies lack coverage for the situation he has caused, advising the viewers to get their insurance policies through Allstate. Each commercial ends with Mayhem telling the viewers that by having Allstate, they will be "better protected from mayhem...like me." Damage to his clothing and injuries to his person carry over from one commercial to the next. In some ads, Mayhem also has advised against going without roadside assistance. In separate advertisements, he described what could happen in the face of a catastrophe while driving; these consisted of having to stay in a creepy roadside motel overnight because one's car ran out of fuel, being forced to change a tire in a heavy downpour, being forced to stay at an awkward family gathering because one's car battery died, and potentially becoming a victim of crime due to a breakdown in the wrong neighborhood. A series of ads in early 2018 featured Mayhem with a New Year's resolution to help keep people and property safe. He took the role of various pieces of safety equipment, such as a lightning rod mounted on a house's roof to protect it during storms or a flare placed to warn drivers of a roadside vehicle breakdown. However, less than a month into the new year, he broke his resolution and returned to his old habit of causing chaos and damage. Allstate developed the campaign "Mayhem" and the character (Mayhem) in response to being ranked fourth in advertising spending behind GEICO, State Farm, and Progressive. Allstate had an existing campaign called "Our Stand" featuring Dennis Haysbert that targeted "older, more traditional customers", and the company sought to develop a campaign that would skew toward younger customers. Nina Abnee, executive vice president at Burnett, said "We wanted to kick Flo's ass." The campaign was first launched in mid-June 2010. The character was featured in TV and radio spots as