Rick Miller has been installing windshields for 22 years in Kenosee, Sask., a town of 5,000 where he’s lived his whole life, driving through farm fields at dawn, supporting his son’s hockey team at the local rink. “You get to know everybody. It’s people looking after people,” he says in a new TV spot for Speedy Glass. Customers are friends and keeping them safe is personal.
The new campaign for Belron Canada, the parent company for Speedy Glass and Quebec brand Lebeau Vitres d’auto, includes nine executions that highlight the company’s technicians, from their training to their hobbies and family lives. The brand had used technicians in previous ads but this time decided to really hand over the microphones, says Belron Canada national marketing director Nadine Hoduc, accumulating more than 100 hours of footage of various technicians on site across the country.
The approach came from the insight that repairing and replacing windshields is never going to be much fun; the brand had to provide a reason, aside from price and proximity, to go to Speedy over one of the mostly-local competitors.
“We don’t have the ambition to be a ‘love brand’. Nobody will ever dream of Speedy Glass,” Hoduc says. “What we’re trying to do is explain to customers, and give them good reasons to select us because we’re experts, because we’re dedicated, because we’re serious about it. This is what we do day in and day out.”
While recent Speedy campaigns focused on the (very Canadian) ways windshields are damaged – snow blowers, street hockey, hail storms – and the company’s service offerings, this one is all about the people fixing and replacing the glass. In one of the Lebeau spots, technician Charles Morin is shown in a gym, squatting a daunting amount of weight as he discusses his passion for cross-fit training, an activity whose precision and strategy he likens to his day job.
Targeting basically anyone with a car isn’t easy, Hoduc says. “That’s why we thought being as genuine as possible is the right way to go.”
The 15-, 30- and 60-second spots from DDB Montreal will run on conventional and specialty TV networks, on radio in B.C. and online as pre-roll.
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