Belairdirect is using a slow jam to remind Canadians to be mindful of their speed.

The track, “Safety on My Mind,” invites viewers to set the mood for Valentine’s Day while paying homage to ’90s R&B. The track sees Canadian comedian Big Norm and singer Osé croon about holding the wheel at 10 and 2 and offering up other safety tips through song.

Marie-Pierre Leclerc, VP of marketing and digital strategy at parent company Intact, tells strategy there’s a common misconception that speed is sexy. The brand’s agency partner Sid Lee decided to leverage Valentine’s Day in a unique and memorable way to promote the idea of safe driving, a theme the insurer frequently promotes.

Last year, Belairdirect ran a small organic initiative around Valentine’s Day as an experiment and saw a bit of traction, which led the company to invest more this time around. The insurer invited content creators on TikTok to submit authentic safety video content, identifying green flags like consistently checking tire pressure.

“We were trying to find a very clever and entertaining way to deliver our message and connect with core customers,” she says. “Our brand is always trying to make people smile.”

Leclerc says the campaign is performing very well thus far, with some commenters likening the work to a Saturday Night Live spoof. A love ballad, she says, is a timely and relevant way to connect with its core audience of the 18-to-34 set, but the appeal has been unexpectedly more broad.

The work is supported with a strong online and social presence, with digital audio on Spotify, Instagram and TikTok. Belairdirect has also added an experiential component, with a branded truck and audio taken to Scotiabank Arena, where the ride will also activate on Feb. 13 and 14 to engage with sports fans.

“This is a first for us,” Leclerc says. “We tend to test new media formats and channels and assess of it brings value.”

This campaign was produced by longtime agency partner, Sid Lee. Media is handled by PHD Montreal and Rocketer, with Hill & Knowlton taking on PR duties. The song was produced by SNDWRx.

Belairdirect has used a musical approach before on a national campaign with anthropomorphized animated automobiles about to to be towed to a garage, belting out the West Side Story hit, “I Feel Pretty.”