Press releases

Chef Lynn Crawford serves up some laughs in new ad campaign for belairdirect Coverage Advisor

February 1, 2016 To promote its new Coverage Advisor, belairdirect has launched an ad campaign featuring Canadian celebrity chef Lynn Crawford.

Chef Lynn is no stranger when it comes to cooking competitions, but in this 30-second television spot, she finds herself in a different kind of battle. Will she outwit the knight who represents belairdirect? Watch the ad to find out!

A 15-second pre-roll ad, in which Chef Lynn dishes out a dose of kitchen safety advice, was also developed for the online audience.

The Coverage Advisor is an online tool that helps people select their car insurance coverage by showing what clients with similar insurance profiles (age, gender, vehicle type, etc.) have chosen in the past. By viewing belairdirect’s recommendations, they can be sure that they are getting the right coverage for their needs. With this new website component, belairdirect once again delivers on its promise to simplify insurance.

Produced in co-operation with the Sid Lee advertising agency, the new ads will run in Alberta and Ontario from February 1 to March 27, 2016. This campaign is a follow-up to the series of ads that ran in 2015 with Scott Moir and Buck Pierce.


Advertiser: belairdirect – Humberto Valencia, Martine Bouthillier, Suzanne Mawassi
Agency: Sid Lee
Agency Producer: Jimmy Lee
Production House: Cinélande
Director: Jean-François Asselin
Post-production: MELS
Sound: 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 through its network of branches. belairdirect was the first property and casualty insurer in the world 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 (TSX : IFC - For more information, please visit or follow belairdirect on Facebook, Instagram and Twitter.

1 844 495.7607 Mondays to Fridays from 8:30a.m to 5p.m
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