Cannes Lions

INSURANCE

LEO BURNETT CHICAGO, Chicago / ESURANCE / 2015

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Film
Film

Overview

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Credits

Overview

Description

An innocent woman walks into her local pharmacy to pick up a prescription. Expecting to see her usual pharmacist, she instead finds Walter White, played by Bryan Cranston- the methamphetamine manufacturer and star of AMC's hugely successful TV series, ‘Breaking Bad’.

The customer is clearly uncomfortable with the situation but the meth kingpin defends his role as a pharmacist by using some questionable logic to suggest he’s ‘sorta Greg’- the pharmacist she’s grown to know and trust. For instance, they’re both over 50 years old, they both used to own a Pontiac Aztec, and they both have a lot of experience with drugs- sorry, pharmaceuticals.

Then, playing off one of his most famous lines of dialogue from the TV series, he demands she “Say my name.” She responds by correctly identifying him as “Sorta Greg”, drilling home the idea of this campaign.

He then offers her a vial of pills that he claims to be her prescription. Knowing better, she expresses concern that it’s not her prescription. Not denying it, he clarifies that it’s sorta her prescription. She continues to refuse it until his bullying tactics wear her down. She reluctantly takes the pills and retreats.

Execution

“Tech Savvy” lived solely on owned channels like Facebook and YouTube. When viewers searched for the original Beatrice commercial, the supporting campaign fed their hunger for additional content. All content was shareable across platforms.

Outcome

With no media dollars spent, the campaign organically earned close to 1 million impressions.

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