How Do Brands Respond to Periods of Uncertainty? By Going Meta

With hopes that the lighthearted campaigns will forge bonds with viewers

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In Esurance’s latest marketing campaign, actor Dennis Quaid nonchalantly opens the spot by telling viewers that he, star of The Parent Trap and A Dog’s Purpose, is now appearing in an insurance campaign because he is “highly likeable.” He points out the overly dramatic music kicking in, and the kitchen he enters has prop apples, not real ones.

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This story first appeared in the September 24, 2018, issue of Adweek magazine. Click here to subscribe.

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