Articles from AdWeek Advertising and branding

Despite not actually airing a commercial during the Super Bowl on Sunday, Esurance had an extraordinarily successful night, thanks to its #EsuranceSave30 sweepstakes on Twitter. The company snagged the first ad slot after the game, and vowed to give away the difference in price—it went for $1.5 million less than an in-game slot—to one lucky viewer who tweeted the hashtag #EsuranceSave30 within 36 hours after the ad aired. John Krasinski, the brand's spokesman, helped to announce the winner Wednesday night on Jimmy Kimmel Live. You can see that video below.

TripAdvisor is looking for another creative agency less than a year after hiring The Fantastical, a start-up agency founded by former Mullen group creative directors Michael Ancevic and Steve Mietelski. While the company confirmed it was having “conversations” with agencies, it did not identify which shops were in contention for the business.

Intel's "Look Inside" film series about inspiring people scales new heights in this 90-second spot about Erik Weihenmayer, who's beaten long odds to climb the world's seven tallest peaks. There's a potent reveal—which we won't spoil—around the minute mark, where we learn about Weihenmayer's physical condition and what he's had to overcome to reach those summits. It's an emotional jolt that powers his narration. "One of the shortfalls I think many people have is that they allow all these distractions and fears and doubts to get into their head and sabotage them," Weihenmayer says.

Using children in politically tinged advertising is often problematic. Some would say it's tantamount to propaganda. Still, the kids who sang "America the Beautiful" in other languages for Coca-Cola's Super Bowl ad are so charmingly innocent in these behind-the-scenes videos—and so optimistic about how the ad will be received—that it makes the whole ruckus seem extra ridiculous. Of course, Coke isn't as innocent. It knew the ad, by Wieden + Kennedy, would be controversial.