Rubbing toothpaste on car headlights can help make them cleaner and lead to a brighter, safer drive.
That’s a useful DIY tip, delivered amusingly in a new Autotuned ad starring HGTV’s Property Brothers, from eSurance and Leo Burnett Chicago.
Drew and Jonathan Scott—the twin brothers who fix up homes for buyers on the reality series—are anchoring a new campaign for the insurance company. The first installment features the pair dressed in metallic suits, standing in a garage, singing (and emoting heavily) as they demonstrate the toothpaste trick.
“There you are, night driving … and you can’t see too clear,” opens the lyric as a cheesy synth bounces in the background, the first of Esurance’s so-called “DIY Ditties.”
It’s a comedic aesthetic best described as Gregory Brothers meets Night at the Roxbury, with a dash of Zoolander thrown in. A sizzle reel (below) teases future commercial in the campaigns, promising new twists on utilitarian stupidity—goofy dancing, ridiculous outfits and helpful advice. (In one clip, they stand over a stack of tires while dressed like Abraham Lincoln, presumably to show viewers how to check tire treads with a penny.)
The marketer and its new spokesmen will, among other hacks, teach hapless audiences how to stop rugs from slipping on wood floors, fix furniture scratches with a walnut, and most useful but hardest to attain, how to collect large endorsement checks from a marketer while acting like a total fool.
Agency: Leo Burnett Chicago
Campaign: Scott Brothers DIY Ditties
Chief Creative Officer: Britt Nolan
Creative Directors: Brian Shembeda, Jeff Candido
Producer: Bonnie Van Steen
Account Director: Susan Stefaniak
Account Supervisor: Abby Bridgeo
Production Company: IO Productions
Director: Marc André Debruyne
Executive Producer: Mark Bisson
Producer: Lewis Weinstein
Editorial House: VideoNerve
Editor: Enrico Ferri
Producer: Karen Huybers
Music Company: “Music + Lyrics by Apollo Studios”
PR Agency: MSLGroup
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