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Tina Fey Stars in New Mayhem Commercial

Tina Fey is starring a new Mayhem TV spot, alongside Dean Winters, her former 30 Rock co-star! Watch the commercial below.

Mayhem is back—but this time he’s met his match. Allstate’s ​havoc-wreaking character, introduced nearly a decade ago, gets tamed in a new campaign from the insurer helmed by Tina Fey. This is the first time the Mayhem campaign, fronted by actor Dean Winters, has featured a celebrity, other than Winters himself.

In the new TV spots, Fey plays a driver using Drivewise, a nine-year-old product that tracks how carefully someone drives and offers perks accordingly. In one commercial, Winters plays a rambunctious Saint Bernard pup eager to distract the driver; in another, he plays a critical mother-in-law whose cutting remarks provide the same level of distraction as the dog. The celebrity pairing is a reunion; Winters played one of Fey’s boyfriends on “30 Rock” years ago.

“Unlike the previous decade of ads, for the first-time ever, Mayhem has met his match,” says David Hernandez, who joined Allstate from Ogilvy over the summer as its first-ever chief creative officer. In previous Mayhem marketing, the character was always left to his own devices—like true mayhem. Yet the new work is meant to prove that Drivewise can help Allstate customers keep their impulses in check.

Allstate isn’t the only insurer promoting its speed-monitoring app. Earlier this year, State Farm ran a similar ad that showed Kim, a customer, impervious to the anger of a car full of late coworkers or her own birthing labor pains, so intent was she on earning State Farm’s Drive Safe & Save Discount.

Allstate’s new work was a collaboration between the insurer’s more robust internal studio, which Hernandez has been beefing up, and 72 and Sunny. Leo Burnett, which had been a longtime agency partner of the marketer, originally created Mayhem in 2010.

Along with the Fey-Mayhem ads, Allstate is simultaneously airing its campaign featuring longtime spokesman Dennis Haysbert, who promotes the brand as a safe and valuable option for consumers.

Hernandez says new work that was created by Allstate’s internal agency without external partners is forthcoming. This new work, the first solely produced by the in-house team, will emerge later this year. In August, he told Ad Age he was in the process of coming up with a name for the internal department. Several competitors, like Progressive, for example, have named their own agencies—Ninety6, in Progressive’s case. But Hernandez says an agency name is not a top priority.

“I haven’t thought about coming up with a name for a team because we’ve been so focused on all the creative projects,” he says. In fact, the more I think about it, the less I want us to have a ‘brand’ name for our in-house agency—we’re all one Allstate.”

Filed under Campaigns Videos

Tina Fey Participates in New University of Virginia Campaign

The University of Virginia launched a new campaign called Keep ‘The Good Old Song’ Good, created with the intent to urge people to stop changing the lyrics of the song in an offensive way and keep the song positive and inclusive. Tina Fey is one of the alumni that appear in the video. You can watch the video and read more about the campaign below!

A new video campaign by the University of Virginia is urging people to keep the school’s fight song positive and some familiar faces are taking part.

The Good Old Song is sung at sporting events, final exercises, and even some Wahoo weddings. The song has a positive feel and is meant to bring unity to the UVA community, but some people change the lyrics in an offensive way – including the addition of “not” in the line “when all is bright and gay.”

In an attempt to address this, some people began singing “eff Virginia Tech” instead. University officials are not fond of either lyric and created a public service announcement that includes UVA alum Tina Fey, Dean of Students Allen Groves, and University Professor of Politics Larry Sabato.

“The massacring of The Good Old Song is embarrassing for the university,” Sabato said. “It is embarrassing for the people who do it but most of all it is juvenile.”

Athletic Director Carla Williams says the substitutions do not represent UVA because it is a place that “wins and competes with class”. President Jim Ryan appears in the video, saying “The Good Old Song is really good as written.” Tina Fey implores students to simply “stop doing that.”

“Our hope is that people will hold themselves accountable for making UVA people where The Good Old Song is sung inclusive and happy,” Groves said.

UVA hopes its PSA, which will be played at the first home football game on Friday.