This Esurance Commercial Tells Its Viewers: 'Don't Catch and Drive'
Riley von Niessen — September 7, 2016 — Autos
In an effort to remind drivers to keep their eyes on the road and off their phones, this Esurance commercial plays on the continuous popularity of Pokémon GO.
Throughout the ad, those behind the wheel are shown catching some especially undesirable creatures -- the company humorously showing the reality of what's likely to happen if they're distracted while driving. One man who has crashed into the car ahead of him exasperatedly explains that he's caught himself a 'Fenderbendix,' whereas another driver who's hit a garbage can explains that he got a 'Dingduck.'
In doing this, the Esurance commercial speaks to the outcome of playing mobile games like Pokémon GO while in the driver's seat, making it clear with that it's just not worth it. Further instilling this message, the company ends the ad with the words: "smart people don't catch and drive," and "smart people get Esurance."
Throughout the ad, those behind the wheel are shown catching some especially undesirable creatures -- the company humorously showing the reality of what's likely to happen if they're distracted while driving. One man who has crashed into the car ahead of him exasperatedly explains that he's caught himself a 'Fenderbendix,' whereas another driver who's hit a garbage can explains that he got a 'Dingduck.'
In doing this, the Esurance commercial speaks to the outcome of playing mobile games like Pokémon GO while in the driver's seat, making it clear with that it's just not worth it. Further instilling this message, the company ends the ad with the words: "smart people don't catch and drive," and "smart people get Esurance."
Trend Themes
1. Distracted Driving Awareness - There is a growing need for more creative and engaging ways to raise awareness about the dangers of distracted driving, using humor as an approach.
2. Use of Popular Culture References in Advertising - Brands are incorporating current pop culture trends in their advertising to increase relatability and engagement with consumers.
3. Humorous Risk Management Marketing - There is an opportunity for more companies to use humor as a way to engage consumers in risk management and insurance marketing campaigns.
Industry Implications
1. Automotive - Auto makers, dealerships, and insurance companies can benefit from creating and implementing targeted campaigns around distracted driving awareness.
2. Insurance - Insurers can create innovative and eye-catching advertisements that both promote their services and raise awareness of dangerous driving habits.
3. Advertising - Marketing agencies and professionals can explore how to best incorporate popular culture references and humor in their client campaigns to increase audience appeal.
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