There are hundreds of insurance campaigns in the world – and so very many that were microscopically different from the others. Pereira O’Dell’s campaign for Direct Auto Insurance is nothing like its rivals. The partners have collected disgraced celebrities who have had second chances to talk about the insurer’s helpfulness.
The pick of the collection is Tonya Harding, who is seen in an office environment wearing ice skates. Her message is that, “we all make mistakes” and Direct Auto Insurance “looks past your past” to deliver to its customers the insurance they need.
Also appearing as spokespeople for the brand are rapper, Fat Joe, who was sentenced to four months in federal prison for failure to file income tax returns on more than US$3.3 million in earnings and former NFL football player, Johnny Manziel, who had a classic football downfall (parties and alcohol).
“We know that life doesn’t always go according to plan, and if there’s one thing that we all deserve, it’s a second chance,” stated Kevin Fairchild, VP, customer experience and brand innovation at Direct Auto Insurance. “Our new campaign is at the heart of that belief. This campaign perfectly captures our mission to offer our customers low prices and great services, regardless of their history. It’s incredible to be part of a forward-moving company that cares about its customers and has remained true for over 25 years.”
The campaign includes a collection of 30-second, 15-second and 6-second TVCs and social videos, which were directed by Steve Miller at Radical.Media. The full campaign, a complete rebrand by Pereira O’Dell, includes a logo redesign, colour palette update, store redesign and a new audio mnemonic in broadcast elements.