Dive Brief:
- Insurance platform Esurance launched a campaign, "Surprisingly Painless," where actor Dennis Quaid describes how the company makes navigating the insurance process painless, per a company news release.
- In a 60-second spot attached to the launch, Quaid breaks the fourth wall, acknowledging that he is in a commercial and speaking directly to viewers to tout some of Esurance's features, like easy-to-use online experiences, streamlined claims filing and affordable rates.
- The news release reflects the creative's meta-humor, noting "this press release is about a new brand promise and campaign from Esurance focused on making insurance surprisingly painless. So we're going to keep it simple." The campaign rolls out in full on Aug. 20 and will appear on television, streaming audio, digital and social media. It marks Quaid's first on-screen commercial role.
Dive Insight:
Esurance has cycled through a few different messaging strategies over the years — remember those animated ads with Erin Esurance? — and it's now leaning into snarky humor and celebrity appeal as it hits the reset button.
"Surprisingly Painless" targets the large amount of people who don't like dealing with insurance companies. The brand cited internal feedback from consumers who said jargon, fine print and complex pricing and coverage options are what makes the process frustrating. The new spot attempts address these issues and highlight what makes Esurance different.
Casting Quaid, who the company referred to as "straight-shooting," could resonate with viewers who recognize the actor from his film work. The spot emphasizing authenticity and transparency with the fourth-wall breaking approach may also prove appealing.
The campaign's focus on a Hollywood pitchman might make it less resonant with key segments in the market for insurance, like older millennials, however. Asked if they would be more likely to make a purchase based on a celebrity endorsement, 27% of millennials disagreed, 19.5% somewhat disagreed and 31.8% were indifferent, according to a survey by Roth Capital Partners from last year.
