Cannes Lions

Surprisingly Painless Launch

LEO BURNETT CHICAGO / ESURANCE / 2019

Film

Overview

Entries

Credits

Overview

Background

Dennis Quaid is an American movie icon with a 40+ year career. He's kind of your "everyman" generic film actor, you can’t place him for one specific role. He's nothing thrilling, but nothing offensive.

Execution

Esurance launched their new self-aware campaign, by featuring their new self-aware spokesperson Dennis Quaid. The commercial is self-aware about how dealing with your insurance can be painful, and how they’re trying to make it all “Surprisingly Painless.” Throughout the film, Dennis Quaid speaks in a straightforward, transparent way, pulling the curtain back on the insurance industry and showing how people really feel about it. And doing the same for the television commercial he’s currently being filmed in, and that you’re watching.

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