The Property Brothers, Drew and Jonathan Scott perform in Esurance’s new ad campaign by Leo Burnett Chicago. The duo rhyme, rap, and dance through home and auto do-it-yourself hacks. Each video has its own music-genre flair, spanning rap to country, and offers a variety of valuable tips, from determining when to replace car tires to keeping a rug from slipping on wood floors.
“The DIY ditties were not only a lot of fun to do, they remind people to take care of their home and cars in a memorable way,” said Drew, in a statement.
“Over the years we’ve learned a lot of useful tricks, but this is the first time we’ve put them to music,” Jonathan added. “We might have to incorporate song and dance into our day-to-day work giving people home protection and renovation hacks with a little extra flair.”
DIVERGE talked to Jeff Candido, VP, Creative Director at Leo Burnett Chicago to find out more:
Where did the idea for this campaign come from?
Esurance customers are DIY’ers. They know that in the modern world, you can learn how to do just about anything with a quick online search – from fixing headlights to buying car insurance. So when the opportunity arose to partner with DIY heroes the Scott Brothers, we jumped on it.
That was when we learned that in addition to their house renovating prowess, Drew and Jonathan were also launching their singing career. Soon after, DIY Ditties was born.
Why was humor essential in this ad?
Because it works! People aren’t out there scanning facebook looking for branded content. They’re looking for stuff that makes them laugh. Or cry, or think. So the that the burden on brands and their agencies to make content that entertains and engages. And humor is one of the best ways to do that. Plus, Drew and Jonathan can’t help but be funny.
What link does Esurance have with the property brothers?
Sorry, I should have read ahead. I probably covered this in my answer to your first question.
What does the client aim to get from this ad?
Esurance wants people to know their name and know that they can help them find insurance coverage that’s right for them. So if they’re the kind of people who are looking to DIY when it comes to insurance, they should look into Esurance.
Where did the idea/song come from?
Working with Drew and Jonathan, we pulled together a list of quick and easy DIY tips. Then we worked with the musical geniuses at Apollo Studios in Toronto. They worked on the tips, wrote and composed the songs, and absolutely killed it.
Additional thoughts?
Did I mention Apollo Studios? They’re awesome. And Drew and Jonathan are just as nice and real and goofy in real life as they are on TV and in our videos. And they did all their own choreography!
CREDITS:
ADVERTISER
ADVERTISER: Esurance
CREATIVE AGENCY
CHIEF CREATIVE OFFICER: Britt Nolan
CREATIVE DIRECTOR: Brian Shembeda, Jeff Candido
ACCOUNT DIRECTOR: Susan Stefaniak
PRODUCER: Bonnie Van Steen
CREATIVE AGENCY: Leo Burnett Chicago
ACCOUNT SUPERVISOR: Abby Bridgeo
MUSIC AND SOUND
MUSIC PRODUCTION: Apollo Studios
OFFLINE
PRODUCER: Karen Huybers
EDITOR: Enrico Ferri
EDIT COMPANY: VideoNerve
PRODUCTION COMPANY
PRODUCTION COMPANY: IO Productions
PRODUCER: Lewis Weinstein
EXECUTIVE PRODUCER: Mark Bisson
DIRECTOR: Marc André Debruyne
