The New York Times calls Mayhem a "throwback to a kind of ad character that was once hugely popular: the bad guy who causes problems that the product being advertised solves," mentioning the Domino's Pizza Noid as another example.
"I am so in love with the Mayhem guy!" wrote one viewer.
Another commercial that earned high regards this year was a Dick's Sporting Goods ad dubbed "The Glove." In it, two brothers share a baseball glove and a childhood of memories. The ad's message and the catchy song "Stubborn Love" by Colorado folk-rockers The Lumineers work perfectly together.