Ads we like: Dennis Quaid turns on the meta-charm in ‘surprisingly painless’ Esurance spot

Dennis Quaid gets meta to help reveal Esurance's new tagline in a quirky new spot / O Positive

Actor Dennis Quaid gets meta in a new Esurance spot, aloofly breaking the fourth wall to explain what Esurance has touted itself for: online simplicity.

For the insurance company’s newest campaign, titled ‘surprisingly painless,’ the star of The Rookie waltzes through a commercial shoot, almost aloofly breaking the fourth wall to tell consumers that one, it is a commercial about insurance, but two, Esurance isn’t your ordinary insurance provider.

Because no one likes talking about their insurance, Quaid was hired, in his words: “Because I’m highly likeable.”

Cue an extra walking past, who responds: “I like Dennis Quaid.”

Showing each of the benefits with that charm and self-awareness, his stroll takes him through multiple inspirational, dramatic advertising tropes (overdramatic music, a perfectly placed sunset) while speaking to the Esurance’s strengths: a fully-online claims process, ease of use via mobile, and near-instant quotes.

It may follow the trend of meta-commercials that get how tired consumers are of watching them, but Quaid’s commits at all times, cueing everything we’d expect out of an insurance spot.

“A lot of consumers are skeptical of the advertising industry,” quipped a well-timed child actor in one scene.

“Good point, child actor,” Quaid responds. “But that’s why they’re being so transparent about all this.”

That 'surprisingly painless' entry from Esurance and agency partner Leo Burnett was cut down from its original spot to :60s and looks to be one of a few releases from the brand in the coming months.

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