Canadian Direct Insurance conducts television campaign
Canadian Direct Insurance has begun a television campaign in western Canada intended to counter stereotypes about insurance companies. The campaign, developed by Publicis Vancouver, consists of two 30-second television commercials called "Aging" and "Why." According to the company, the ads use humour to illustrate the frustrations that consumers can experience when dealing with insurance companies. The first ad depicts an insurance broker and a policy holder aging as they wait for a claim to be processed. In the second, a man asks why his insurance rate is so high, resulting in mocking answers from an office full of brokers. The ads use the tagline, "The end of insurance as you know it." The campaign broke in late April in British Columbia and mid-May in Alberta. "We wanted the spots to illustrate the differences between the traditional, large, unflexible insurance companies and CDI's unique offerings," said Bill Downie, creative director of Publicis Vancouver. "Using humour to draw attention to the difficulties in dealing with insurance companies was the best way to inform consumers of their options."