"Because younger children do not understand persuasive intent in advertising, they are easy targets for commercial persuasion," said psychologist Brian Wilcox, Ph.D., Professor of Psychology and Director of the Center on Children, Families and the Law at the University of Nebraska and chair of the task force. "This is a critical concern because the most common products marketed to children are sugared cereals, candies, sweets, sodas and snack foods. Such advertising of unhealthy food products to young children contributes to poor nutritional habits that may last a lifetime and be a variable in the current epidemic of obesity among kids." In this specific example, Mayhem—portrayed by Dean Winters—blocks a woman from seeing the pick-up truck in her blind spot. An accident ensues, and Mayhem warns the audience that having “cut-rate insurance” means paying for accident damage out of pocket. Therein lies the comparative element of the campaign: Mayhem is Allstate’s way of comparing themselves to lower-tier competitors.