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Leo Burnett Detroit
3310 West Big Beaver Rd., Suite 107
Detroit, (Troy), Michigan 48084
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Monica Lambert

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monica.lambert@leoburnett.com

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Chicago

Burnett at the Big Game: Esurance

UPDATE: Watch above to see who won! And visit our Slideshare page to review the results stats infographic.

Average cost for Super Bowl ads goes into the millions. But what about right after the whistle blows?

The first commercial after the Super Bowl ... it's a coveted spot, known for its high viewership and discount prices (well, discount's a strong word). But part of a brand's appeal of having an ad in the Big Game is saying to its audience, "we can afford to do so" - so it seems unusual that, in this scenario, a company would go out of its way to brag about its savings.

Think again.

Esurance's latest, created by Leo Burnett, has customers vying for the cash the company saved by strategically buying the first spot after the Super Bowl. How much does that work out to? 1.5. As in 1.5 million dollars.

From now until 4 a.m. EST Tuesday, tweet #EsuranceSave30 (taken from the 30% Esurance saved) to win that 1.5 million. On Wednesday, February 5th, John Krasinski himself will unveil the winner on Jimmy Kimmel. (Oh, and if you're so inclined, feel free to spill guac on the winnings.)