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Time flies in the humorous new brand repositioning TV campaign for Canadian Direct Insurance, the first TV work from Publicis Vancouver since it was hired by the Vancouver-based insurance company.
Trisha Tyrrell, senior manager, business development said it’s the first time the company has used humour to get across its message. One of the ads shows a bored client sitting in his broker’s office trying to find out why he’s not getting any response to his claim. The ad shows them both progressively aging until the insurance agent, now elderly, tells him his claim has been denied.
“The public has a perception of big bad insurance companies that take your money and don’t want to pay your claims,” said Tyrrell. “We had Publicis take a step back and look at everything we’ve done since we launched the company in 1996, take a look at what other insurance companies… are doing across the world and come back and tell us what they think we could be doing a little bit different.”
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The second spot also takes place in an insurance office. When the customer asks why his insurance rates are so high the agent is shocked. She tells the colleagues all of whom laugh and mock the customer for even asking such a question.
Tyrrell said the campaign’s tagline “The end of insurance as you know it,” really stood out. “We’ve always tried to be different. We wanted to be the insurance company that was perceived as warm and friendly, answered the calls and there when a claim happened, and we thought that message hit home,” she said.
Bill Downie, vice-president and creative director at Publicis, said humour helps to highlight the differences between the “large unflexible” insurance companies and CDI.
“Strategically, using humour to draw attention to the difficulties in dealing with insurance companies was the best way to inform consumers of their options,” he said, in a release.
Tyrrell said that the campaign, which targets consumers between 35 and 65, is also set to launch in Alberta, and three spots will run until the end of the year in both provinces.
