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Belairdirect breaks Pretty campaign

Insurance company Belairdirect has begun a new advertising campaign called “Pretty” which focuses on the ease-of-use of its mobile application. Developed by Sid Lee, the campaign consists of television and cinema commercials, online videos, radio and digital ads, and social media elements. The creative illustrates the process of submitting an insurance claim using the app. The video creative depicts a car that comes to life and sings about how happy it is to be repaired. Media work is being conducted by PHD Montreal.

“The news cycle has been constant and our hope with this light-hearted campaign is to offer a distraction and put a smile on people’s faces,” said Marie-Pierre Leclerc, vice-president of marketing and digital strategy at Belairdirect. “We want to simplify people’s lives in a moment that can seem complicated. Depicting the claims process in a light and playful way demonstrates the simplicity we promise. Though entertaining, this campaign taps into the universal need to feel in control, something that may feel a bit lost these days.”

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