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Leo Burnett's Esurance TV spot a big winner in advertising competition

Lewis Lazare
Leo Burnett's Esurance TV spot a big winner in advertising competition

The Chicago Advertising Federation, an organization formed to foster a sense of community within the city’s advertising industry, has named Esurance's "Surprisingly Painless" the best television commercial produced by a local shop over the past year. "Surprisingly Painless" is a deftly tongue-in-cheek piece of work from Leo Burnett Chicago for Esurance, a direct-to-consumer insurance company that was acquired in 2011 by Northfield, Illinois-based Allstate (NYSE: ALL) to make the insurance behemoth more competitive in a space where it previously wasn’t. The Esurance commercial, widely seen on television, succeeds at something that is hard to achieve in television advertising - a tone of voice that is decidedly cheeky, yet utterly appealing.