All seven new Esurance commercials are now in rotation on network TV, premium cable outlets and/or the web. Once again, “techies,” the company’s programmers, vie with “feelies,” the Esurance phone reps, over who can serve customers better. These latest :30s mostly feature the characters that were introduced last spring, including Frank the Saver. The spots were created and developed by Duncan/Channon – in partnership with the Esurance marketing team – and produced by Company Films of LA. The director was Fred Goss. (More spots after the jump.)
Duncan/Channon revisits the winners’ circle at the 2011 REBRAND 100 Global Awards, picking up a Merit for the rebranding of Esurance. The prize is given for concept, design and strategy. As explained in the entry package, the revamped identity system and type-only Esurance logo was designed to deliver a singular message: that the company that pretty much invented online car insurance continues to innovate on behalf of busy consumers, always working to make the process of buying or using its products more intuitive, more convenient, more transparent and more friendly. It’s about smartness in the service of simplicity. The Merit award means D/C’s work ranks among the world’s most successful rebrands in 2010, alongside rebrands of Audi, Sprint Nextel and Subaru Australia. D/C won for the Hard Rock rebrand in 2007.