Leo B, Hootenanny capture comedy for Esurance

"Tears" for Esurance

“Tears” for Esurance

Hootenanny and Leo Burnett used classic rock, dramatic hyperbole, and smart humor to deliver an effective message in Tears, a new commercial for online insurance company Esurance.

Focusing on Esurance’s “Photo Claims” feature — which allows customers to “send photos of the damage from your phone to get your claim settled lickety-split” — the tale of loss and redemption plays like a 30-second sitcom.

With help from Nazareth’s hard-rocking cover of the country ballad “Love Hurts,” the deliberate overreach lands on a level of hilarity achieved by great comedy series like Three’s Company.



Hootenanny Editor Nikki Vapensky cut 15- and 30-second versions of Tears as well as The Talk, which focuses on Esurance’s user-friendly GPS system for tracking roadside assistance.

Nikki Vapensky
Nikki Vapensky

Both versions of each spot ran nationally, and Tears is still airing.

Vapensky is part of Hootenanny’s creative editorial staff, alongside editors Liz Tate, Graham Metzger, and Sean Halvorsen. They are produced by Executive Producer Don Avila and Producer Samm Smith.

Agency: Leo Burnett
   Creative Directors
            Brian Shembeda
            Jeff Candido

   Kevin Goff — ACD/Copywriter
   Rene Delgado — ACD/Art Director
   Gretchen Zachan — Copywriter
   Lauren Wetula — Art Director
   Tara Wert — Producer

Directed by Benji Weinstein

Edited by Nikki Vapensky, Hootenanny

Sound by Another Country

Color Correction by Nolo Digital Film

Contact Reel Chicago Editor Daniel Patton at dan@reelchicago.com.