Remember the slow and sultry style of ‘90s R&B? Man, it was sexy. It’s still the perfect Valentine’s Day vibe, yes? Sid Lee and Canadian insurer, belairdirect, has used its power this Valentine’s Day – in a campaign about safe driving (which isn’t usually sexy).
The partners have released a sexy two-minute R&B song and music video, Safety on my Mind. (Yes, innuendo is its other asset). The seductive and suggestive video (also perfect for the love season of the year) is all about a love match that has blossomed through the shared virtues of driving safely, featuring comedian, Big Norm, and singer, Osé, as the lovers.
The full campaign includes digital and social on YouTube Premiere, Spotify, Instagram and TikTok. Additionally, OOH executions includes a branded truck outside Toronto’s Scotiabank Arena on several dates, including February. 14.
Plus the song, Safety On My Mind, is available to watch and listen on YouTube and Spotify.
