Nationwide Insurance recently released a new campaign in which a leather-clad spokescharacter (who doesn’t actually speak) does acrobatics around a house that is getting robbed, replacing stolen items.
If this kind of insurance saving character seems familiar … that’s because it is.
Flash back to the retired, pink haired, leather jumpsuit loving Erin from Esurance commercials.
Even though Nationwide didn’t go the cartoon route in the McKinney-made commercial, country star Jana Kramer’s look has definitely been done before in a rival insurance spot.
The spy-like Kramer descends head first:
Esurance Eric jumped up of high-rise building the same way:
They even have a similar crouch:
Although Erin had a dedicated fan following — often depicting her in inappropriate fan art — she was one of the lowest rated brand mascots in 2009, according to an E-Poll survey.
“Her appeal number of 18% (22% for males) is well below the category average of 33%, while her total awareness at 13% is far below category average of 37%,” spokesperson Randy Parker told CBS News.
She even ranked lower than Microsoft’s “Clippy” character. Erin was dropped in 2010.
There has been a recent trend to give branded characters an edge. The T-Mobile girl made headlines when she swapped the pink dress for a leather jumpsuit last spring, for example. But then T-Mobile cut her from the campaign.
We’ll see if Nationwide’s familiar leather loving spy will fare better.
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