For Esurance, we created the “Clever Everyman” brand voice that was sharp but unshowy and grounded in the small observations that make a changing world feel less overwhelming. And oftentimes, this modern world was good, but in the simplest of ways. His humor was dry, never flashy, with the kind of understated wit you’d expect from Jim in The Office, which is exactly why John Krasinski became the voice of the campaign.