A Cash-Encrusted Football Crashes Through Everyday Life in Esurance’s Super Bowl Ad

Brand will give away $1 million in Twitter sweepstakes

Super Bowl ad hashtags are often relegated to the Internet trash heap, but Esurance is tackling that issue head-on in this year's game-day ad. Starting today, people can retweet messages from the company's Twitter handle tagged #EsuranceSweepstakes for a chance to win up to $1 million. Sixteen winners will be announced during and after the game.

Esurance's Super Bowl spot by Leo Burnett, which will air shortly before kickoff, features a voiceover from spokesman John Krasinski, who encourages viewers to look for Esurance tweets during commercial breaks and "pass them on" with a retweet, emulating the way Esurance "passes on" insurance savings to its customers.

In the ad, a cash-encrusted football crashes into everyday situations—a couple having dinner, a nuclear scientist working in a lab and a man mowing his lawn—to drive home the theme.

The spot is a bid to capitalize on fans' multiscreen viewing habits, said Alan Gellman, Esurance's CMO, in a statement. "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. Our fully integrated program around the Big Game is a great example of how Esurance operates—fast, efficient and innovative in everything it does."

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.