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Belairdirect breaks Uninteresting campaign

Insurance company Belairdirect has begun a new advertising campaign called "Uninteresting." The campaign, developed by Sid Lee of Toronto, seeks to highlight the company's emphasis on making insurance simple for consumers. The creative features the brand's knight spokescharacter, who presents ways in which "interesting" can sometimes mean "complicated," concluding with the copy, "[Belairdirect] will have you on your way as simply and uninterestingly as possible." Media work is being handled by PHD of Montreal.

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