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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
Canada

http://www.leoburnett.ca
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

margaret.arnold@leoburnett.ca

EVP David Kennedy

COO & GM

david.kennedy@leoburnett.ca

Lisa Morch

VP, Director of Knowledge Mgmt

lisa.morch@leoburnett.ca

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Chicago

Esurance in the Super Bowl #sorta

Sorta you isn't you.

For Super Bowl XLIX, Leo Burnett Chicago's #sorta campaign featuring Lindsay Lohan debuted, highlighting the importance of customized insurance plans that are tailored to Esurance's customers' specific needs.

Because Lindsay Lohan ain't your mom. Walter White ain't your pharmacist. And "sorta like you" just won't do.

Esurance Chief Marketing Officer Alan Gellman took a moment to shed some light on the strategic campaign launch and highlight the creative insight behind the #Sorta campaign. Have a look!

Tell us a bit about the strategy behind 'Sorta You'. What was the insight that drove this campaign?
In today's fast-paced, online world, consumers expect to be able to customize products and service to their individual needs. Esurance has always tried to leverage technology and processes in innovative ways to meet - and stay ahead of – what people want. So, as Insurance for the Modern World, we continue to find ways to tailor our insurance offerings for our customers. We do that through innovative products and services, including DriveSense and Video Appraisal, and a personalized set of discounts that help make sure you only pay what’s right for you. When you see this new campaign you realize “Sorta You Isn’t You.” It’s that “aha” moment―we’re helping people understand in a very rich and entertaining way that we’re here to help make sure you get insurance that’s right for you, not someone ‘sorta’ like you.

How did you decide on Lindsay Lohan and Bryan Cranston to help bring the idea to life? Why were they the right fit?
They're the right fit because they're the exact wrong fit for the situations we're putting them in. In these spots, we're demonstrating that "Sorta You Isn't You" by showing what can go wrong when you're replaced by "sorta you." So we thought, who could we pick to play "sorta you" and drive your kid home from school: Lindsay Lohan. And who's the last person you'd want handling your prescription? How about a meth kingpin?

Why was the Super Bowl the right place to launch 'Sorta You’?
We are a major insurer yet we have significant opportunity to increase people’s awareness of us. The Big Game is a terrific venue for helping to drive that as long as you have the right message and a powerful story to tell.

More than nearly any other venue, viewers are looking to be entertained by commercials. For “Sorta You Isn’t You,” the Super Bowl presents a unique opportunity to leverage the scale of the day with prominent celebrities to grab people’s attention and spread the word about our new campaign, both in conversations at your Super Bowl party and engaging online.

What can we expect next from the campaign?
Along with the two Super Bowl ads, you can expect a series of innovative executions that will deliver against “Sorta You Isn’t You” throughout the year, including TV, radio, print, digital and social media. We think we will continue to entertain and educate people and they will stay tuned and engaged with us using #sorta.