News
Esurance rebrand launches with TV, cinema, interactive, OOH
Seven months in the making, Duncan/Channon’s new work for Esurance, one of the country’s leading car insurers, debuted today all over the damn place.
TV spots, part of a new live-action campaign called “Techie Feely,” began airing nationally on the NBA Finals and 40 cable networks, including FX, ESPN, Bravo, Discovery, TNT and A&E, accompanied by a comprehensive interactive and social media initiative. A nationwide out-of-home effort, starring the TV characters, kicks off in late June, along with national cinema advertising. In addition, as part of the launch, Esurance is introducing a new corporate identity, created by D/C.
Annual marketing spend is $100 million-plus.
In a departure from the animated heroics of past advertising, which starred the pinkhaired “special agent” Erin Esurance, this TV campaign introduces the people behind the company, a quirky cast of staffers who seem to have divided their office into a “Techie” camp – comprised of programmers – and a “Feely” camp – made up of sales and claims reps who help customers over the phone. The jockeying for recognition among the groups drives the comedy, while offering a perfect framework for a message about the company’s innovative products and commitment to service – no matter how customers receive it. The tagline, which flips from commercial to commercial, depending whether Techies or Feelies are featured, is: “Technology when you want it, people when you don’t.”
Five commercials have been finished, and production on additional executions is scheduled for early fall. The spots were directed by Fred Goss, who has a stellar resume as director, writer and producer on commercials and ensemble comedies, including his own TV series last year on ABC, “Sons and Daughters.” The production group was Company Films of L.A.
The revamped identity system and new type-only Esurance logo is designed to deliver a singular message: that the company that pretty much invented online car insurance continues to innovate on behalf of busy consumers, relentlessly striving to make the process of buying or using its products more intuitive, more convenient, more transparent and – yes, Feelies – more friendly. It’s about smartness in the service of simplicity.
Duncan/Channon was awarded agency-of-record for Esurance this past September.
View the full case study.
Work + News
Informed Humans save lives
DC’s “Facts Fight Fentanyl” campaign takes on the fentanyl overdose crisis, countering fear, stigma, and misconceptions with accessible, actionable information and a touch of the surreal.
Her name in lights: our Adweek Rising Star
For those of us that know Madeline Lambie, it’s not surprising to hear her described as a Rising Star. Along with her admirable writing chops, Madeline also flexes her skills as a singer, dancer, producer and nonprofit co-founder. Don’t call her a triple-threat, because it’s not enough, ya know, threats.
New face at the helm
Say hello to our new group creative director, Cristián Costa. He’ll be leading the UNDO account, continuing the work we're proud to have done for the California Department of Public Health for over a decade.
Horizon Organic did not come to play
In DC’s new campaign the organic dairy trailblazer takes nutrition as seriously as kids navigating a floor covered in make believe lava. That is to say: very, very seriously.
DC’s strategy team brings home an esteemed Jay Chiat Award
Duncan Channon’s "Nicotine Equals" campaign strategy, intended to awaken parents to the teen vaping epidemic, got the judges attention at this year’s 4A’s Jay Chiat Awards.
“We’ve changed!” says Big Tobacco
Guess what, all? The industry that’s responsible for more death and disease than any other and continues to peddle six trillion cigarettes a year is now your friend. Go figure.
A new spin on IPA packaging
Most IPA cans today look like they were designed by the dude that did the Iron Maiden albums. All skulls and green lightning, giving full testosterone and acne vibes. So when tasked with driving a new look for Golden Road’s Ride On series, we banged a uey.
A wanderlust-worthy rebrand
Inspired by the shapes and colors of dream destinations, DC rebrands Viator for a new wave of planning-adverse adventurers.
Kona Big Wave goes even bigger
After a decade of leading creative for Kona Big Wave, DC’s “Bring the Aloha” campaign relaunches the brand for a broader audience, moving beyond its craft roots to a priority position in AB InBev’s premium beer portfolio.
InnovAsian finds balance and big results
A blend of content creators and traditional photoshoots was the perfect recipe to increase InnovAsian’s engagement on social – without breaking the budget.
DC appoints first Managing Director, Kumi Croom
A game changer since her arrival six years ago, Kumi will lead account and project management and continue to shape DC’s culture and client relationships.
Empathy over stigma
DC is honored to have been selected by the state of CA to tackle one of the most challenging issues of our generation. And to be covered in AdAge.
Contact Us
Jobs, creative
TINA MONTEMAYOR
Dir of creative talent acquisition + equity
tmontemayor@duncanchannon.com
415 306 9282