Best's Review



Insurance Marketing
Center Stage

Actor Quaid wins new role as insurance spokesperson, AIA's new brand promise and CNO Financial extends marathon sponsorship.
  • November 2018
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Actor Dennis Quaid is taking center stage as ESURANCE's new spokesperson.

The award-winning actor has appeared in movies such as Wyatt Earp, The Parent Trap and Soul Surfer.

The “highly likeable actor” gives a humorous performance that embodies the brand's transparent approach to insurance, said Nancy Abraham, vice president of integrated marketing communications at Esurance.

“He's known for playing more dramatic roles, so his straightforward delivery against the subtle humor of the campaign will come as a surprise and grab people's attention,” she said.

The total brand refresh across all consumer touchpoints, including ads featuring Quaid, are running on TV, digital and social media and Esurance's redesigned webpage.

Esurance, a subsidiary of Allstate, sells auto, home, motorcycle and renters insurance to consumers. The company recently unveiled a new tagline, “Surprisingly Painless,” to show how it is on a journey to make insurance simple to use, easy to understand and affordable for customers. The new catchphrase replaces Esurance's seven-year-old tagline, “Insurance for the Modern World.”

“As we reposition the brand and bring 'Surprisingly Painless' to life, Esurance is arriving in the market in a completely unexpected way. So we needed a spokesperson who could personify the breakthrough nature of this campaign,” Abraham said.

For the past eight years, Esurance had John Krasinski of The Office providing numerous voice-overs for the company. He also appeared in Esurance's 2014 Super Bowl ad. The following year, actor Bryan Cranston parodied his Walter White character from TV's Breaking Bad in an Esurance Super Bowl spot.

Healthy Living

AIA INSURANCE has a new brand promise that's designed to help Sri Lankans live healthier, longer and better lives.

“As an insurer, AIA wants to step in to make a positive change to the way customers view insurance. We want to change the 'you die/we pay' model of insurance to 'we are here to help you live life to the fullest, with the people you love,” said AIA Sri Lanka CEO Pankaj Banerjee.

The importance of the life insurer's new brand promise is validated by findings in its annual AIA Healthy Living Index. Slightly more than 40% of survey respondents this year said they worry about financially coping with critical illnesses such as cancer and heart disease. Sri Lanka is facing a critical illness finance gap where savings, current insurance levels and government health provisions aren't always enough to pay for treatment of those serious ailments, according to the survey.

In August, AIA held a health camp in a Nuwara Eliya public school to provide health assessments, medical testing, on-site and virtual specialist consultations and wellness information to students, parents, teachers and others in the community.

On the Run

CNO FINANCIAL GROUP has extended its title sponsorship of the Indianapolis Monumental Marathon for two more years. The event is one of the 20 largest marathons in the United States.

In 2016, CNO Financial entered into a multiyear title sponsorship of the marathon, which also includes a half marathon, 5K and kids' fun run. CNO Financial Group is a holding company for several national life and health insurers, including Bankers Life and Casualty Co. and Colonial Penn Life Insurance Co. It serves middle-income Americans and retirees.

This year's event will be held on Nov. 3 in Indianapolis. Last year, the marathon, which is run by the nonprofit Beyond Monumental, achieved a record 4,675 finishers.

“Beyond Monumental's mission of promoting the importance of health and wellness is well-matched with CNO's commitment to our customers and our associates. These shared values and our previous successes made extending the title sponsorship through 2020 an easy decision,” said Gerardo Monroy, CNO's chief marketing officer.


Lori Chordas is a senior associate editor. She can be reached at

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