Esurance Upgraded Monday in 10 Cities, Offering Puppy Playtime and Better DMV Photos

Brand activation makes the worst day of the week better

Your Monday just got much better. Esurance

Following up its campaign featuring Dennis Quaid (who, for some reason, kind of looks like Harrison Ford), Esurance is taking its new “Surprisingly Painless” tagline to heart with a 10 city activation today that brought little pockets of joy to the day of the week most people loathe.

In a partnership with media company ATTN:, Esurance is treating folks to a wide range of fun stuff. In Los Angeles, Denver and Boston, glam squads are on hand at DMVs to provide free makeup and touch-ups for those often-questionable driver’s license photos. Seattle, Austin, Chicago, New York and Tampa are getting the free pastry and coffee treatment.

Meanwhile, the best of the bunch may be in Philadelphia, where the company is partnering with the Pennsylvania SPCA and Street Tails Animal Rescue with puppy and kitten visits inside a play tent, and San Francisco where, in addition to complimentary doughnuts and coffee, puppies will be walked up and down Market Street.

Some locations will also receive water and fans for the hot days, and all activations include a standing affirmation wall because, well, Monday, right?

“Monday mornings can be a real pain, especially if you have a long commute, or are waiting in line at the DMV, so we wanted to make this Monday surprisingly painless for people,” said Nancy Abraham, vp of integrated marketing communications at Esurance. “Just like a case of the Mondays, people told us that insurance can be a pain. That’s why we’re making it easy to understand, simple to use, and affordable. In other words, we’re making insurance surprisingly painless.”

ATTN:, best known for its entertaining and informative social videos, will recap the day’s events at each location to create a “Surprisingly Painless Monday” video.

“When Esurance came to us with this idea for a campaign about making insurance surprisingly painless, we immediately thought that we had to find a way to make this experiential and activate this amazing idea for people across the country,” said Brad Haugen, president at ATTN:. “We can’t wait to capture how simple pleasures can make seemingly arduous tasks enjoyable and continue to tell this story for Esurance going forward.”

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.