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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. It’s all part of a meta-marketing trend that is resurfacing, where a brand and its spokesperson clue the consumer in that they’re watching an ad.
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