Whilst I have already spoken at great length about the Super Bowl and its subsequent ad war, I really was not expecting the board to be swept almost completely clean by a surprise ad featuring Bryan Cranston as Walter White from the iconic AMC drama series, Breaking Bad. The spot for Esurance from Leo Burnett was perhaps the best kept secret of Super Bowl 49, a game which turned out to be quite exciting (if you're into that sort of thing of course), but was still heavily trumped (at least in nerdgasm stakes) by the surprise resurgence of Heisenberg.
Another Esurance ad shown before kickoff featured Lindsay Lohan as a “Sorta Mum.”
The spot not only worked as part of the brand “Sorta You Isn't You” campaign, but as a legitimate comedy sketch in its own right. Of course, there were other amusing Super Bowl ads this year (the Snickers ad by BBDO featuring Danny Trejo as a member of The Brady Bunch particularly raised a few eyebrows), but the fact that Leo Burnett managed to keep such a huge scoop under wraps is what really set tongues wagging.
Esurance – Say My Name
Whilst the first Esurance commercial, which aired just before kickoff on game day (Sunday February 1), featured Lindsay Lohan in a knowingly self-deprecating spot, it was the Cranston ad that caught the attention of most viewers, primarily because it was a surprise to see an actor of that reputation flogging insurance, let alone in his most popular role. The “Say My Name” spot marked the brand's first ever in-game appearance, and set the internet on fire following its début. The ad itself is simple, unambitious and (in essence at least) unremarkable, with only Cranston's presence elevating it above standard Super Bowl fare.
The “Say My Name” spot marked the brand's first ever in-game appearance, and set the internet on fire following its début
Both the Cranston and Lohan ads feature recognisable figures in unexpected roles, acting as “Sorta” surrogates for other people. In Lohan's case, she's acting as a “Sorta” mum and in Cranston's case, he's playing a “Sorta” pharmacist. According to the car insurance provider's press release, it's all supposed to represent that “Esurance helps make sure you only pay for what's right for you, not someone 'sorta' like you. In other words; it aims to run home the point that Esurance customers will only pay the fees relevant to their own personal circumstances. It's a rather convoluted way to get the point across, but it's also light, funny and has plenty of pop-culture kudos attached to it. Also, the ads were shot in surround sound. So. There's that.
Esurance – Sorta Mum
Alan Gellam, chief marketing officer at Esurance, said “Esurance is very excited to be in-game for the first time this year,” to share their new campaign with the millions of viewers who tuned in. He said they want “Everyone to know that Esurance are here to help make sure you get insurance that's right for you, not someone 'sorta' like you, with the help of innovative technology and services.” Nancy Abraham, vice president of integrated marketing communications at Esurance, added that they are a “Great brand with big plans, which wants to make sure consumers know about the modern, innovative ways” they approach insurance. As such, they chose an agency they knew could help them break through with their advertising in unexpected, creative ways.
The campaign also extends far beyond the game, with new spots set to be unveiled regularly
The campaign also extends far beyond the game, with new spots set to be unveiled regularly through TV, radio, print, digital and social media. According to Leo Burnett chief creative officer Susan Credle, the idea was to “ Take characters who sort of fit someone's description, but more importantly, dramatically, sort of didn't.” As to what other characters we can expect to pop up as the campaign progresses? Your guess is as good as mine. Maybe we'll see Sonic the Hedgehog as a “Sorta Traffic Warden” or Richard Dawkins as a “Sorta Priest?” Actually, I'd personally pay good money to see either of those.
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. He knows, of course, that the REAL winner of Super Bowl 49 was the left shark in Katy Perry half time show. I promise, this officially marks the end of the Super Bowl news.
