I feel pretty, oh so pretty

When things go wrong, belairdirect will make them right in new ad campaign

TORONTO, ON, September 14, 2020

belairdirect’s uplifting and animated new ad campaign demonstrates the ease of starting and processing a car claim at your convenience through the mobile app. When things go wrong, belairdirect will make them right, as illustrated by a car that comes to life and is overjoyed to be repaired, feeling oh so pretty again.

belairdirect’s “Pretty” campaign showcases how fast and easy it is to file a claim through a few simple touches on the mobile app. Among other things, the belairdirect app lets clients submit and track their claim, including easy upload of images, giving them the confidence that everything will be done right. Insurance is too important to be complicated and belairdirect’s digital tools simplify the customer experience every step of the way.

“The news cycle has been constant and our hope with this light-hearted campaign is to offer a distraction and put a smile on people’s faces,” said Marie-Pierre Leclerc, Vice President Marketing & Digital Strategy at belairdirect. “We want to simplify people’s lives in a moment that can seem complicated. Depicting the claims process in a light and playful way demonstrates the simplicity we promise. Though entertaining, this campaign taps into the universal need to feel in control, something that may feel a bit lost these days. With belairdirect’s claims process and digital tools, customers will have this control knowing that their claim will be done right.”

The Pretty campaign features an animated car that comes to life once it understands that it is being restored. It’s the confidence of working with belairdirect that sets the tone for an animated sing-along reminiscent of the musical era.

This national 360° campaign includes TV, online videos, radio, cinema, digital and social elements as well a sing-along component online.


belairdirect: Marie-Pierre Leclerc, Evelyne Lepage, Marie-Claude Filion
Agency: Sid Lee
Production Company: Ruffian
Director: The Bobbsey Twins from Homicide
Post Production: Saints Editorial, Embassy VFX, Alter Ego, Fort York VFX
Audio: Vapor RMW & BLVD
Media: PHD Montreal

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 (www.belairdirect.com), 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 - www.intactfc.com). belairdirect is a proud partner of Breakfast Club of Canada. For more information, please visit https://www.belairdirect.com or follow belairdirect on Facebook, Instagram and Twitter.

For further information:
Jennifer Beck
External Communications
416 250.7720 ext. 47717

Press release

Media contacts

Media hotline: 1 844.495.7607 | media@belairdirect.com
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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