Esurance Buys First Ad After Super Bowl, Will Give the $1.5 Million in Savings to a Viewer

John Krasinski's first on-camera spot

Headshot of Tim Nudd

Esurance is doing a fun little stunt tonight that should get some attention.

The online insurance company has bought the first commercial slot after the the final whistle of the Super Bowl. The company says that cost $1.5 million less than running an in-game execution—and it's using the ad to announce a Twitter sweepstakes in which it will give that money away to a lucky viewer who tweets the hashtag #EsuranceSave30.

To keep as many viewers' attention from drifting as possible, Esurance has gotten The Office star John Krasinski, its voiceover talent since 2012, to appear on camera for the first time in this spot, created by Leo Burnett.

After the ad airs, you will have 36 hours to tweet #EsuranceSave30 for a chance to win. Krasinski will unveil the winner on Jimmy Kimmel Live! on Wednesday.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 2, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT