Anyone Else Sick of Esurance?

By Robert Gorell

September 7th, 2007

For all I know, Esurance.com is a great company. But their commercials are polluting my brain.

Take a look:

(RSS readers click here for video.)

A few thoughts:

The name is, like, totally “1.0″. You’re not eBay. The only companies that should be allowed to be E-anything are ones that can wear it as a badge of honor for surviving the digital gold rush.
Do I really need “Erin Esurance” to save me from car-destroying, football-playing, thin-ice-skating robots if buying insurance can be done between latte sips? Besides, her real competition consists of talking geckos and metrosexual cavemen.
Geico.com’s ads are funny because they present insurance as a mundane necessity that shouldn’t get in the way of your life. In fact, they’re just trying to save you time and money — maybe (i.e., “Just 15 minutes could save you 15% or more on car insurance”). Esurance’s Unique Value Proposition seems to be that they’re cute, oh-so-online, eco-friendly — because they somehow save trees/paper — and it’s as easy as “Quote, Buy, Print!” Nonsense. Their quote process is just as cumbersome as anyone else’s in their industry. I counted about 8 steps that I could see without putting in my personal information.
Erin’s Secret Diary blog is ridiculous. It’s great that they’re involved with environmental issues, but honestly… who can read this crap? “Dr. Botanicus?” Really?
Sorry, but “Quick, get in the hybrid!” is one too much.

In Advertising, Branding, Relevance

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Comments (12)

Consumer
September 7th, 2007
11:17 am

Good point…I wasn’t exactly sure why these ads are such a turn-off, but you managed to break down why. Nice.
Ron Patiro
September 7th, 2007
11:41 am

Im pretty happy with my car insurance… but if ever have a run in with an ice skating robot I’ll know who to call.
Brian Carter
September 7th, 2007
6:55 pm

Ya and personally I hate the ongoing “make guys look like dopes” thing…
donald
September 7th, 2007
7:00 pm

That pink-haired girl is my new “Jessica Rabbit” cartoon heartthrob! She’s a doll! Don’t talk bad about my girl!
Larry F
September 10th, 2007
6:57 am

Buying insurance is certainly not a joyous thing to do, but we all have to buy it. I cringe every time I see the advertising for esurance, and just when I thought the talking Gekko was a new low in advertsising. It makes me wonder what these guys are thinking? And even more thought provoking, who are they targeting?
Victoria
September 10th, 2007
11:59 am

At least the gekko brings a chuckle. This cartoon approach makes me wonder if they’re not attempting to indoctrinate the little ones way ahead of time. Actually, I watched the commercials for quite a while before I realized what they were actually advertising.
Kevin Sullivan
September 12th, 2007
9:11 pm

Same with countrywide home loans. To much frequency. I’m gonna buy 10 houses, and have ‘em financed with 10 different companies.
Mo
September 23rd, 2007
6:06 pm

Esurance claim vehicles really DO drive Hybrids.

Mo Mellady
voice of Erin Esurance
Mar
October 16th, 2007
8:34 am

I like these commercials–don’t hate!
poyppe
January 4th, 2008
9:13 am

this explains why
I found this site that seems to be posted from employees of Esurance.
http://www.jobvent.com/companyBrowse.php?CompanyID=2080
Teresa
February 7th, 2008
9:22 pm

Esuarance does not have what it takes to sell insurance. We had nothing but problem with the service, payments, and cancellations. I will never deal with them again and if I can help I will never let my friends or enemies buy insurance from them.
Clarke
June 8th, 2008
10:46 am

I don’t care about the advertizing. With gas as high as it is I want the best price possible (for everything). Esurance saved me almost $150 over Geico. Compare before you buy and talk to someone in person on the phone.

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