Canadian Direct Insurance keeps advertising simple

The Western Canada insurance co and its agency Noise launch a series of spots poking fun at the pitch process.

Apparently, the adage of “less is more” really speaks to the execs at Canadian Direct Insurance.

Therein lies the reason behind the brand jumping on the idea of having the advertising pitch process portrayed in a series of new commercials for its simple, to-the-point tagline of “Say Yes to Savings.”

In three new spots, the ad guys at Noise (a Vancouver-based agency that handled both the creative and media) make fun of themselves and the industry they work in by portraying what turns out to be a disaster pitch. While the two creatives work their hearts out to present a flashy campaign, the insurance exec doesn’t budge, requesting that they “just keep it simple” and to show how the insurance company can help people save money. The ask falls on deaf ears with the ad men churning out ideas of a cyborg and a rollerblading kitten with chiseled abs as its next spokesperson.

The spots are in fact a play on a real-life situation that happened a year ago, when the president of the company jokingly asked a Noise creative and account director what kind of “out-there” idea they were going to pitch next, says Trevor Carr, president and CEO, Noise .

“We took that interaction with the president and we turned it into a spot that kind of made fun of ourselves and the whole song-and-dance between agency and clients,” he says.

Carr believes that Canadian Direct Insurance is able to compete against big government insurers in Western Canada with its cost-savings message and quirky campaigns, showing the brand’s fun and friendly nature.

The insurance company, which only operates in British Columbia and Alberta, targets adults aged 35 to 55, and the three TV spots, which will be in market all year, will air during live sports and news shows such as CBC’s Hockey Night in Canada and Global’s News Hour.

The agency is also currently working on redeveloping the brand’s website and it will be supported by online ads once it is re-launched, he adds.