Walter White, Lindsay Lohan Play to Type for Esurance

By Kiran Aditham 

Viewers were surprised (in a good way) to see Bryan Cranston reprise his iconic role as Breaking Bad‘s Walter White in the Leo Burnett-helmed Super Bowl XLIX ad for Esurance.

On the other hand, we found it somewhat sad to watch Lindsay Lohan take a more self-deprecating route for the brand’s other big game installment.


Esurance CMO Alan Gellman explained the genesis of his Allstate-owned company’s Super Bowl ad debut and its tagline “sorta like you,” saying:

“Esurance is very excited to be in-game for the first time this year and share our new ad campaign with the millions of viewers who tuned in. We want everyone to know that we’re here to help make sure you get insurance that’s right for you, not someone ‘sorta’ like you, with the help of our innovative technology and services, such as CoverageMyWay and friendly insurance experts over the phone.”

Makes sense, we guess. Leo Burnett and Esurance promise more celeb-driven ads to come, along with the usual support via digital and social media.

Leo CCO Susan Credle offers her own synopsis, adding:

“We took characters who sort of fit someone’s description, but more importantly, dramatically, sort of didn’t.”