Get Direct and Get Going by Pereira O'Dell

Date: Aug 2019
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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

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