Direct Auto Insurance taps Fat Joe, Johnny Manziel, and Tonya Harding for rebrand campaign

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. 

“We know that life doesn't always go according to plan, and if there's one thing that we all deserve, it's a second chance. Our new campaign is at the heart of that belief,” said Kevin Fairchild, VP, Customer Experience and Brand Innovation at Direct Auto Insurance. “This campaign perfectly captures our mission to offer our customers low prices and great services, regardless of their history. It's incredible to be part of a forward-moving company that cares about its customers and has remained true for over 25 years.”

The spots, available in :30, :15, and :06 television clips, as well as social videos, 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.”

Award winning 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.