press releases

Esurance unveils “sorta you isn't you” during super bowl

San Francisco, CA — February 1, 2015

Esurance, Esurance 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.

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.

As one of Super Bowl XLIX's best-kept secrets, Esurance surprised viewers with another commercial from the "Sorta You Isn't You" campaign during the second quarter.

"Esurance is very excited to be in-game for the first time this year and share our new ad campaign with the millions of viewers who tuned in," said Esurance Chief Marketing Officer Alan Gellman. "We want everyone to know that we're here to help make sure you get insurance that's right for you, not someone 'sorta' like you, with the help of our innovative technology and services, such as CoverageMyWay™ and friendly insurance experts over the phone."

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. "We are a great brand with big plans," said Nancy Abraham, Vice President, Integrated Marketing Communications. "We want to make sure consumers know about the modern, innovative ways we approach insurance, so we need to break through with our advertising in creative, unexpected ways."

The surround sound campaign, created by Leo Burnett, extends beyond the game with additional spots unveiling new "Sorta You" characters and situations in TV, radio, print, digital and social media. "We took characters who sort of fit someone's description, but more importantly, dramatically, sort of didn't." said Leo Burnett Chief Creative Officer Susan Credle.

Watch the Esurance Super Bowl commercials at, or join the conversation on Twitter by using #sorta.

About Esurance®

Esurance provides auto, homeowners, motorcycle, and renters insurance direct to consumers online, over the phone, and through select agents, including sister company, Answer Financial. With an easy-to-use mobile app, quick comparison quotes, and video claims appraisals, Esurance is the smart choice for today's web-savvy consumer. As a member of the Allstate family with an A+ rating from A.M. Best*, Esurance is a reliable choice for car insurance, offering anytime, anywhere service just a click, call, or tap away. For more information, visit or call 1-800-ESURANCE (1-800-378-7262).


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