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Belairdirect breaks national campaign

Montreal-based insurance company Belairdirect has begun a new national advertising campaign promoting its online rate quoting service. Developed by Sid Lee, the campaign consists of a 30-second television commercial and a 15-second online video pre-roll ad. The creative feature's the brand's knight spokescharacter, who travels to medieval times to demonstrate how much simpler is it to protect your assets today by comparison.

"With this new advertising campaign, we wanted to show that we are constantly evolving and trying to make insurance as easy and simple as possible for our customers," said Martine Bouthillier, marketing manager at Belairdirect. "We moved Belairdirect's witty knight out of the boardroom to his natural setting, sending him back in time."

The television ad will run in Quebec from May 23 to July 17, and in the rest of Canada from May 23 to August 7. The pre-roll version will be run from May 23 to June 19. Media planning and buying were conducted by PHD Montreal.

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