In advance of the Supreme Court decision on same sex marriage, Esurance is out with a three-minute video in which children share their dreams for the future and, in particular, envision their own wedding and marriage.
The insurance provider is making it known that it recognizes and supports marriages of all types at a time when the issue is a part of the national discussion — much of it taking place online and on social media. Marriages, of course, often lead to purchases of things like homeowners’ insurance, life insurance and more.
On its site, the company touts its recognition of all same-sex partnerships and assures potential LGBT customers that their unions will garner them the same rates as married couples — even if marriage isn’t recognized in their state.
The creative approach of the new campaign is time-tested: present a complex issue to children and they will, with minimal effort and surprising simplicity, make solutions seem so obvious.
In the video, created by Leo Burnett during the wedding of a couple known by some people at the agency, one girl says:
“Everybody’s dreams should be allowed to come true because everybody should be happy with their life so everybody’s dreams should come true. If their dreams don’t come true then they won’t be happy with their lives so we want people to all be happy with their life.”
This child’s view is juxtaposed with the viewpoint of adults who have been faced with challenges regarding same sex marriage. One woman says:
“When I was younger, having a wedding wasn’t part of my future because I knew that I was different and I didn’t see anyone around me who was like me, you know, or two women living together as a married couple. I just couldn’t picture it.”
The brand has placed the video on YouTube where it has achieved 7,300 views but the real action in on Facebook where the video has been viewed 433,000 times (and 2,000 more in the time it took to write this article), garnered 938 likes, 285 shares and 54 comments.
On Twitter, the brand is linking to the video on YouTube and has changed the header of their page to reflect the campaign and include the campaign’s hashtag, #EqualDreams.
In the modern world, all dreams are equal — no matter who you love: http://t.co/V2jnO0GlTL #EqualDreams — Esurance (@esurance) June 22, 2015
Leo Burnett worked with production firm Native Content for the video.
Esurance’s parent company, Allstate, has also been reaching out to the LGBT community during this Pride Month. That campaign, centered around the concept of holding hands, was also conducted by Leo Burnett.
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