Jan. 26--Esurance, which skipped the Super Bowl last year and offered the $1.5 million it saved in a postgame Twitter contest, is putting its money into the big game itself.
The online insurance company confirmed Monday it will run its first-ever Super Bowl commercial during the game. Few details were revealed other than Chicago-based advertising agency Leo Burnett is handling the creative.
One thing is for certain: Esurance will not be giving away $1.5 million again.
Last year, Esurance passed on the Super Bowl and ran a spot in the first postgame break, offering up the money it saved through a Twitter contest. The social media stunt generated 5 billion social media impressions, according to Leo Burnett.
This year's campaign will demonstrate how Esurance, which is part of Northbrook-based Allstate, is the "faster, smarter and more modern direct insurance provider," the ad agency said.
NBC is charging a reported $4.5 million per 30-second spot during Super Bowl XLIX, which will be played Feb. 1 in Glendale, Ariz.
Leo Burnett is also creating a 60-second Super Bowl commercial for McDonald's, the Oak Brook-based chain's first appearance in the big game in several years.
rchannick@tribpub.com
Twitter @RobertChannick
