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Belairdirect breaks new campaign

Insurance company Belairdirect has begun a new advertising campaign in support of its car and home insurance products. The campaign, developed by Sid Lee of Toronto, focuses on the ways in which the company simplifies the insurance process. It includes two television commercials, accompanied by billboard, radio and digital advertising. The television executions depict Belairdirect clients remaining in control during uncomfortable situations, such as moving into a haunted house. Media work for the campaign is being conducted by PHD of Montreal.

“Our medieval knight and his humourous approach has been our core storytelling device for several years, and it’s been successful,” said Humberto Valencia, vice-president of marketing and digital strategy at Belairdirect. “For our new campaigns, we want to go in a direction which demonstrates how we are an insurance provider that helps customers to always feel confident and provide peace of mind that they have the coverage they need. Our new direction helps us tell our story in a more impactful way, while also allowing us to connect more authentically. We want to be memorable and our new cinematic-focused approach combined with the re-introduction of our animated knight as part of our brand signature will do that for us.”

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