Jun. 21, 2010 NORTHBROOK, Ill. -

As a complement to the reassuring "Our Stand" advertising representing the brand since 2003, Allstate is introducing the anti-hero "Mayhem" in a new national television campaign, with rollout plans for online and place-based advertising, including cinema and gas-station television, throughout the summer.

By depicting the uncertainties of everyday life, the advertising reinforces humorously why consumers need the protection of Allstate insurance. This new ad campaign reminds consumers they need the protection Allstate provides. It emphasizes that protection is not all about price; it's about the value they receive. The ad campaign will set Allstate apart, increase awareness and consideration, while driving business to agency offices, the web site and call centers.

In the new edgier ads, Mayhem becomes tree branches crushing a car, deer darting into the road or a distracted teen texting behind the wheel to drive home the point that uncertainty is everywhere. The ads close with Dennis Haysbert saying "dollar for dollar, nobody protects you like Allstate."

"All insurance is not the same. You get what you pay for," said Mark LaNeve, chief marketing officer for Allstate. "What we say in the new ads is it's not just about price. But dollar for dollar, nobody protects you like Allstate. Post-recession consumer research indicates an increased desire for true value; consumers understand that proper coverage from a trusted company is critical."

Mayhem is played by New York actor Dean Winters, best known for his roles on HBO's award-winning series Oz, the Emmy-winning comedy 30 Rock, and on FX's critically acclaimed Rescue Me. "Mayhem personifies uncertainty and helps us reinforce why Allstate exists - to provide our customers with the best protection and value available," added LaNeve.

In addition to national rollout plans, the campaign will appear in local-market print, radio and out-of-home advertising.

While Mayhem marks a new direction for Allstate, Dennis Haysbert will continue as the primary spokesperson for Allstate. The company plans to debut new ads featuring Haysbert later this summer.

The Allstate Corporation (NYSE: ALL) is the nation's largest publicly held personal lines insurer. Widely known through the "You're In Good Hands With Allstate®" slogan, Allstate is reinventing protection and retirement to help more than 17 million households insure what they have today and better prepare for tomorrow. Consumers access Allstate insurance products (auto, home, life and retirement) and services through Allstate agencies, independent agencies, and Allstate exclusive financial representatives in the U.S. and Canada, as well as via www.allstate.com and 1-800 Allstate®.

For more info and news visit: Allstate Newsroom

Contact:

Raleigh Floyd
(847) 402-5600

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