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Esurance: "Sorta Mom"
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Esurance via Leo Burnett Chicago debuted its new advertising campaign "Sorta You Isn’t You" during one of the biggest media events of the year, Super Bowl XLIX, and also marked its first-ever in-game appearance. The innovative commercials are a bold second act to Esurance’s successful post-game Twitter sweepstakes #EsuranceSave30 that aired directly following Super Bowl XLVIII. The Super Bowl ads launched the "Sorta You Isn’t You" campaign to build awareness for Esurance as the smarter choice for insurance in the modern world.
In one of the most anticipated commercials leading up to game day, Lindsay Lohan appeared in the first Esurance spot, which aired just before kickoff. It emphasizes that Esurance helps make sure you only pay for what’s right for you, not someone “sorta” like you. Lohan plays the role of “Sorta Mom” in the ad, because it’s pretty clear from her driving record she’s not exactly the best driver. She could be seen as someone “sorta” like you, but not you.
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