belairdirect busts a move with unexpected events in new advertising campaign

TORONTO, ON, March 9, 2020

When the unexpected happens, belairdirect is there to ensure all is forgiven in its latest advertising campaign. In a continuation of its cinematic platform for showcasing unique products and customer offerings, belairdirect surprises the audience.

In the latest campaign titled “The Gangs”, a scene unfolds with dancers in the street having what appears to be a dance-off. Out of nowhere, a car narrowly misses the group of dancers and unintentionally drives into a house. Capturing the attention of the neighbourhood, a brief back-and-forth occurs between the driver and homeowner, but the tension lifts when the crowd learns about belairdirect’s forgiveness products.

Building on the success of a storytelling-driven approach to ad campaigns, this new ad remains light-hearted, colourful and playful while focusing on belairdirect’s claim forgiveness products for home and auto policies. belairdirect understands that unexpected events can happen that are out of the customer’s control. With Home Claim Forgiveness and Accident Forgiveness your premium is protected.

“We had a lot of fun producing belairdirect’s latest campaign. With the success of our storytelling platform, our ad creates ‘ah-ha’ moments for the audience. Proving to resonate with customers, this campaign continues on with an amusing moment without being overly promotional,” said Humberto Valencia, Vice President Marketing & Digital Strategy at belairdirect. “Insurance provides peace of mind and this is why it is the focal point of our new campaign.”

This 360° campaign includes TV, online videos, radio, digital, billboards and social elements and will be predominately seen in Quebec, Ontario, Alberta and British Columbia starting March 9, 2020.


Title: The Gangs
Advertiser: belairdirect – Humberto Valencia, Evelyne Lepage, Marie-Claude Filion, Emilie Bélanger
Agency: Sid Lee Toronto
Production House: Ruffian
Director: The Bobbsey Twins from Homicide
Post-production: Saints Editorial, Embassy vfx, Fort York vfx, Alter Ego
Sound: Vapor RMW, BLVD
Media: PHD Montréal

About belairdirect

Founded in Quebec in 1955, belairdirect provides car and home insurance products directly to consumers. It currently employs more than 1,600 people. The company offers a simple but complete solution, allowing customers to communicate with an agent by phone, online or in person. belairdirect was the first property and casualty insurer in North America to sell car insurance products online (, attesting to the company's innovative character. belairdirect is a subsidiary of Intact Financial Corporation, the largest provider of property and casualty insurance in Canada and a leading provider of specialty insurance in North America (TSX : IFC - belairdirect is a proud partner of Breakfast Club of Canada. For more information, please visit or follow belairdirect on Facebook, Instagram and Twitter.

For further information:
Jennifer Beck
416-250-7720, ext. 47717

Press release

Media contacts

Media hotline: 1 844.495.7607 |
Monday to Friday - 8:30 a.m to 5 p.m

Jennifer Beck
Manager, Communications

T: 416 250.7720 ext. 47717

Carine Salvi
Communications Specialists

T: 514 270.1700 ext. 60520

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