This April Fool’s Day spoof from Leo Burnett, Chicago, unveils a fictional new insurance product provided by client Esurance that protects your home after you’ve moved to Canada (or wherever you take refuge) after the presidential election.
The two-minute viral took the absurdity of the presidential race and invented a solution that was equally absurd. Featured in the film are various unhappy Americans dealing with the possible fallout of the election in their own way, including abandoning their homes to relocate north of the U.S. border. Esurance provides a policy that protects these abandoned homes.
The film hawks three different “Election Insurance” packages for those who have decided to head out of the country until the next election: the standard package includes yard maintenance; premium will get your house decorated for the holidays, and then there is platinum policy, where a tuba-playing, brokenhearted teenage boy comes out to your front lawn and sobs for his girlfriend.
The duo of Billy Federighi and Brett Snider, a.k.a. Gentlemen, directed the piece which was edited by utopic’s Craig Lewandowski and Kat Pryor. Besides its online exposure, the two-minute film got major coverage on TV, including on Good Morning America.
CreditsClient Esurance Agency Leo Burnett Chicago Britt Nolan, chief creative officer; Brian Shembeda, Jeff Candido, creative directors; Rene Delgado, associate creative director/art director; Jono Paull, associate creative director/copywriter; Brian Marcus, art director; Gretchen Zachan, copywriter; Tim Allan, producer. Production The Gentlemen Gentlemen (Billy Federighi and Brett Snider), directors; Greg Jones, exec producer; Jonathan Becker, line producer. Editorial utopic Craig Lewandowski, Kat Pryor, editors; Justin Winkler, online creative finisher; Dmitry Fedorov, graphics; Heather Mitchell, exec producer; Lauren Gray, producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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