Leo Burnett Taps Dennis Quaid for Esurance
August 16, 2018 by Screenmag
Check out this new 60-second spot for Esurance from Chicago's Leo Burnett starring Dennis Quaid.
The spot is a departure from the more staid fare that exemplified Esurance's advertising in recent years.
"Let's be honest—nobody likes dealing with insurance, which is why Esurance hired me, Dennis Quaid, as their spokesperson because, apparently, I'm highly likeable," Quaid says in the spot while playing off a variety of advertising tropes.
Quaid replaces Josh Krasinski, who was featured primarily in voice-overs in recent years touting Esurance, which is now a 19-year-old company in a world of start-ups as offering "insurance for the modern world."
Nearly two decades into its existence, Esurance is hitting the refresh button with a new brand positioning and tagline designed to attract Millennial and Gen X consumers. The campaign, hitting airwaves Wednesday, stars actor Dennis Quaid as the Allstate-owned brand's new spokesperson.
Digital and social elements will also be a part of the campaign as well as a 30-second cut. Aside from Burnett, Starcom, MSL and SapientRazorfish also worked on the spot. Esurance has worked with Leo Burnett since 2011. O Positive handled production with Director David Shane. Cutters Studios' Grant Güstafson edited the spot with audio by Peter Erazmus.