Erin Esurance, what are you trying to tell me?
14th Nov 2006, 03:22 GMT
Filed under: Gripes, Television Some time ago I wrote about the Esurance ads that feature a pair of spies doing their spy thing. Being an animation geek, I focused on the lame voiceover work, but looking at it as an actual ad, it doesn't work too well, either. It's really unclear exactly what the ads are trying to sell. We can gather it has something to do with insurance, but the contrast between what the ad is selling and what's happening on screen is so huge the entire campaign has become little more than the animated version of an indecipherable mumble. It's upsetting, because I really want to like these ads for their cool animation, but that alone just isn't enough. It turns out I'm not the only one who feels this way. Writing for Slate, Seth Stevenson echoes my sentiments: the ad is filled with a lot of visual clutter that has nothing to do with what the two characters are talking about. They may be telling us about the benefits of Esurance, but while they're doing so there are ninjas, cowboy robots, and all other kinds of nonsense on the screen. That isn't to say an ad with such cartoonish elements couldn't work, but we're tossed into the middle of some story with no idea what's going on, and nor do we care. Having said that, however, Esurance does have some ads, such as the one below, that I think do work better than others. In this spot, Erin Esurance is on a race track, so the talk about car insurance doesn't seem like a non sequitur in relation to what's happening on the screen. It's still not perfect, but it's less of a mind boggle than this spot. Read | Permalink | Email this | Linking Blogs | Comments
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