Entry #5: Dangerous Fries? Rhetorical Look into Allstate's "Fries" Mayhem Commercial

 We've all found ourselves cursing down the road with a screaming bag of fast food fries ready to be devoured before arriving at our destination. Naturally, we try balancing eating and driving, but then we're hit with that moment we took it too far. Now we're trying to multitask paying attention to the road and opening up a ketchup package for those tasty fries. Entering now is Allstate's hilarious "Fries" Mayhem commercial which takes our natural instinct into a big (and quite funny) disaster. 


What's the ad really about?

Of course, the ad is trying to sell car insurance to the audience, but it also is making us rethink our driving habits. The goal of the ad is to use a relatable moment and intensify how something so basic could become a major distraction. With the use of humor, the ad reminds us to keep our eyes on the road to avoid distractions that could have devastating consequences. All this could happen because we couldn't wait to reach into our bag for those delicious fries.

In a world where we are always on the go, the ad nudges us to slow down and focus on you know, driving safely. Allstate wants the audience to make smarter choices being behind the wheel, whether that's avoiding looking at your phone, or not reaching for those steaming golden straws in the bag. 

Who's the audience? What does the ad want them to feel?

The target audience of the ad is basically anyone who's ever taken their sticky fingers and reached for food while driving. So, all of us! Really, it speaks to those who have a fast-paced lifestyle, like busy young adults who might feel like the world's there for the taking. The ad does an amazing job at using humor to target anyone who's ever thought they could eat while driving because it's "just a fry." 
With the use of humor to demonstrate the absurdity of something so second nature to us, it helps us connect with just how seriously distracted we can be. The ad wants us to feel aware of our own driving habits by using humor. The use of tension and humor is outstanding!

Design & Tone of the ad:

The driver starts off calm, and then Mayhem is taunting him calling out his name. He states just how good the fries smell and Dough, the driver, even tries to lower the window but with no luck as the taunting escalates, he reaches for the bag. The ad is fast-paced, bright, and straight to the message. The use of bright colors, quick edits, and playfulness helps keep it light-hearted. Through the use of humor, the underlying serious message about the dangers of distracted driving hits the audience with a smack, like Dough did by smacking into the guardrail. 

My Takeaway: 

Allstate's "Fries" Mayhem commercial comically uses humor to address the seriousness of distracted drivers. Using a relatable scenario, eating the fries, has the audience engaged as they receive a reminder about the importance of staying focused behind the wheel. The ad's exaggerated situation not only makes it entertaining but is also thought-provoking. As we reflect on our own driving habits, the audience is encouraged to approach driving more responsibly-which makes the road a safer place for us all. 


Free Image: Laugh


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