Get Direct and Get Going by Pereira O'Dell
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Direct Auto Insurance, in partnership with its agency of record, Pereira O’Dell, is launching its new brand campaign titled 'Get Direct & Get Going' that positions the brand around a theme of “second chances.” It marks a full rebrand for the company that features a full suite of rebranding assets, including logo redesign, color palette update, store redesign, and catchy audio mnemonic in broadcast elements.
'Get Direct & Get Going' acknowledges the hurdles of getting affordable car insurance with compassion and humor. It features a host of celebrities — rapper Fat Joe, former NFL football player Johnny Manziel, and former Olympian Tonya Harding — who have needed fresh starts, underscoring Direct Auto Insurance’s belief in the importance of second chances.
The spots cement the overall campaign message as one of resilience and hope. In his television commercial, Fat Joe brings up past financial issues to relate to a customer who has concerns about being able to afford insurance before further dispelling different car insurance myths in the social video 'Fat Lies with Fat Joe.' Johnny Manziel addresses a mean quote said about him on social media to encourage viewers to get a free quote from Direct Auto Insurance, while Tonya Harding admits past mistakes and notes how the company saw past that in making her a spokesperson.
“In choosing celebrities, we wanted to hone in on people who share the same everyday issues our audience faces. Sure, they’ve risen to great heights in their careers and lives, but, at the end of the day, they’re just like everyone else,” said Nick Sonderup, executive creative director at Pereira O’Dell. “Direct Auto Insurance believes in giving them, and you, a second chance. We wanted to develop creative that celebrates that idea in a fun yet poignant way.”
Director, Steve Miller (Radical Media) was tapped to bring this campaign theme of second chances to life. His unique eye for comedy and working with celebrities of various experience levels of acting made him perfect for the task at hand. Miller is known for his comedic commercial work with campaigns like the iconic Miller Dos Equis “Most Interesting Man In the World” campaign, and numerous spots from Geico, Busch, Snickers, and Apple.
Beyond video, print and digital assets also play a large role in “Get Direct & Get Going” and feature a wide range of photos and wardrobe from Harding, Manziel, and Fat Joe, respectively.
Credits
Brand: Direct Auto Insurance
Aaron Kuluk – Executive Vice President
Josh Jarrett – Senior Vice President, CMO
Kevin Fairchild – Vice President, Customer Experience & Brand Innovation
Ryan Keller – Senior Director, Integrated Marketing
Jeanette Gipson – Director, Direct and Offline Media
David Schwartz – Director, Digital and Social Media
Dusty Gray – Director, Marketing Data Science
Chris Harvey – Senior Creative Manager
Jere Warren – Marketing Manager, Social Media
Agency: Pereira O’Dell
PJ Pereira - Creative Chairman
Rob Lambrechts – Chief Creative Officer
Nick Sonderup – Executive Creative Director
Estefanio Holtz – Creative Director
Anjali Rao – Senior Copywriter
Rachel McEuen – Senior Art Director
Nate Mayer - Copywriter
Andrew Lindsay - Art Director
Mona Gonzalez – Managing Director
Julia Morrissey – Brand Director
Adam Weiner – Brand Supervisor
Diana Soloaga – Brand Manager
Peter Ostella – Producer
Raquel Duarte – Art Producer
Tom Naughton – Director of Strategy
John Redmond – Strategy Director
Jason Pelton – Associate Director of Project Mgt.
Camara Price – Director of Business Affairs
Shay Davis - Business Affairs Manager
Production Company: Radical Media.
Director: Steve Miller
Executive Producer: Gregg Carlesimo
Producer: Barbara Benson
DOP: Eric Schmidt (Johnny Manziel & Tonya Harding) // Mandy Walker (Fat Joe)
1st AD: Brian Stevens (Johnny Manziel & Tonya Harding) // Mark Robinson (Fat Joe)
Production Designer: Brock Houghton
Costume Designer: Robert Molnar (Johnny Manziel & Tonya Harding) // Anne Madden (Fat Joe)
Edit: The Now Corporation
EP: Nancy Finn
Producer: Carrie Fleming
Editor: Jesse Reisner
Editor: Jessica Farmer
Post Production: Method Studios-NY
Executive Producer: Jesse Kurnit
Senior VFX Producer: Bennett Lieber
Production Coordinator: Kyle Fader
Lead Flame Artist: Chris Hunt
Flame Artist: Stephen Morris
Flame Artist: Mario Caserta
Animator: Will Pittas
Animator: Nate Soto
Color: Company 3
Colorist: Jaime O’Bradovich
Color Producer: Kevin Breheny
Music & Sound: Butter
CCO: Andrew Sherman
Managing Director: Ian Jeffreys
ECD/Composer: Aaron Kotler
Producer: Kristin Kuraishi
Audio Post House: Mr. Bronx Audio Post
Eric Hoffman: Audio Post Engineer
David Wolfe: Audio Post Engineer