Esurance taps Dennis Quaid for a very self-aware brand refresh | Advertising

Nearly two decades into its existence, Esurance is hitting the refresh button with a new brand positioning and tagline designed to attract Millennial and Gen X consumers. The campaign, hitting airwaves Wednesday, stars actor Dennis Quaid as the Allstate-owned brand’s new spokesperson.

“If we are going to continue to be a disruptor, challenger brand in the industry, we have to address the pains of the industry as a whole,” says Mark Pitchford, an Esurance veteran who was promoted to chief sales and marketing officer last year. He says Esurance spent a year researching consumers’ insurance industry gripes, like the category’s traditionally high costs, opaqueness and confusing coverage. After streamlining its services, Esurance is now aiming to convey simplicity with the new tagline, “Esurance: Surprisingly Painless.”

“The ads are as simple and transparent as our insurance,” says Nancy Abraham, VP of integrated marketing communications.

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