For the first time, Allstate Corp.’s Esurance has an on-camera spokesperson.
The “straight-shooting and highly likable actor” Dennis Quaid has the job, according to the insurer, which sells auto, home, motorcycle and renters insurance to consumers directly via phone and online.
Esurance said the ads will start appearing on Aug. 20 on television, streaming audio, digital and social media, among other venues. The advertisements involve Quaid breaking the fourth wall, noting that he is in a commercial, and then speaking directly to viewers about how Esurance makes insurance straightforward and simple, according to the company.
The message that Esurance is trying to reinforce in its marketing campaign: It makes insurance easy to buy through plain English, an easy online experience, helpful tools and technology, and affordable rates and discounts.
Some insurers have picked a wide range of spokespersons in recent years. American Family has relied on the likes of singer John Legend and retired New York Yankees shortstop Derek Jeter, and NBA Hall-of-Famer Shaquille O’Neal represents The General, a Tennessee-based nonstandard auto insurance provider owned by American Family. Peyton Manning, the former Denver Broncos quarterback, has served as a Nationwide spokesperson going back to 2014. The insurer also has used NASCAR driver Dale Earnhardt Jr. in various media campaigns.