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Belairdirect breaks Boxer campaign

Toronto-based insurance company Belairdirect has begun a new advertising campaign called “The Boxer.” The campaign, developed by Sid Lee of Toronto, features mixed martial artist Georges St-Pierre in a series of executions promoting the company’s discounts for safe driving. The campaign includes television, online video, radio and digital advertising, as well as social media content. It will run in Quebec, Ontario and British Columbia. Media work is being conducted by PHD Montreal.

“This year, we shifted our advertising direction to a more storytelling cinematic approach, tapping into the universal and emotional pain point of not being in control, a feeling that many Canadians have when it comes to their insurance premiums,” said Humberto Valencia, vice-president of marketing and digital strategy at Belairdirect. “In the ‘Boxer’ campaign, we're demonstrating how we put control into the hands of our customers while having some fun with it. Partnering with a world-famous and adored Canadian athlete made sense to drive home the message that savings are at your fingertips and that insurance does not need to be complicated. GSP adds authenticity to our storytelling and, of course, our animated knight is there to provide encouragement and entertainment.”

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