Leo Burnett Passes It On in Super Bowl Spot for Esurance

By Erik Oster Comment

Esurance unvieled its Super Bowl spot from Leo Burnett, promoting the brand’s “Pass It On” social media sweepstakes.

The spot is fairly straightforward, featuring a football encrusted with cash being passed from one person to the next, with plenty of broken glass in the process. Spokesman John Krasinski narrates the ad, informing viewers that they can enter for a chance to win a million big ones by retweeting messages from the brand using the hashtag “#EsuranceSweepstakes.” It’s all an effort for the brand to gain a slice of the online conversation during the big game, as more and more viewers turn to second screens. 

“With the rise of multiscreen viewing, especially around large-scale events, we wanted to connect with fans where they are already engaging with content—online and on social media,” Esurance CMO Alan Gellman said in a statement. ” Our fully integrated program around the Big Game is a great example of how Esurance operates—fast, efficient and innovative in everything it does.”

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