Tailgater, a commercial by Allstate, begins with Mayhem driving a car and aggressively tailgating a man. While doing so, the driver ahead becomes distracted by the tailgating. As the man stares at his rear view mirror, ignoring the road, Mayhem says, "But you're so busy watching me tailgate, that you don't see the one in front of you." At the last second, the distracted driver breaks, but it was not enough to keep himself from hitting the stopped truck.
Allstate uses many devices to gather attention towards the ad. Using tailgating as an example will intrigue people who have experienced it, and having Mayhem repeat it three times at the very start also sends that message faster to people. After the driver being tailgated impacts the truck ahead of him, Mayhem claims that whatever your insurance you have may not even cover the accident and that the viewers should, "Get Allstate and be better protected from Mayhem." Not only does this appeal to people that have been tailgated, but also to frequent drivers.
Another device is the character Mayhem himself. He works as the personification of the word mayhem as his sole purpose is to cause inconveniences. Portrayed by his neat appearance and vehicle filled with football-related items, it is quite irregular as people are not usually in this situation and helps grab people's attention.
The ad successfully gives one example of what may happen when you are on the road. What the advertisers want you to feel is that if you make a simple mistake, Allstate will be there to help cover the costs through their auto insurance.
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