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Safe Auto – We Are The Rest of Us

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What with France’s Yellow Vests, Extinction Rebellion, Hong Kong rioters, and protests erupting around the world, from Spain to Ecuador, it seems the last couple of years has seen the dawning of the age of insurgency. 

While some protest social deprivation or impending planetary collapse, this fun ad, We Are The Rest of Us, sees a group of people whipped into revolutionary fervour at the advent of affordable car insurance. Each to their own.

The first for the brand from New York agency Joan, it was directed by Nalle Sjöbald, through the appropriately named Spark & Riot, and gleefully follows a rebellion taking hold as people realise they are indeed the ‘rest of us’; the ordinary Joes without cash to splash whom the challenger brand is targeting.  

It’s accompanied by a less epic, but equally cheeky ad, Screaming Billboards, that follows the ill-advisedly vocal workers putting up the brand’s new outdoor ads. 

Safe Auto – Screaming Billboards

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