Direct Insurance Commercial

Most people have seen and heard all of the main car insurance commercials. The caveman and gecko commercials have been a big hit for Geico. And I’m sure you’ve seen all of the All State commercials featuring actor Dennis Haysbert.  

While searching Google for car insurance companies, I realized just how convoluted Google was with any term relating to car insurance. I saw all of the familiar faces again: Geico, Allstate, Titan, American Family, etc. 

Then I came across a Direct Insurance commercial via YouTube. After seeing this video, I want to examine some of the less popular and foreign direct insurance commercials. These commercials do not have the highest production value or the best quality, but it is nice to compare them to the more popular car insurance commercials. It is also interesting to note the Western influences that some of these commercials have.

Direct Insurance aka Canadian Direct Insurance is one of the fastest growing insurance companies in Western Canada, mostly dealing with car and auto insurance. They have been in business in for over fourteen years.

Compared to United States, foreign commercials are usually considered much more risqué and offensive. This really isn’t the case for these commercials.

This commercial is tame but funny.

This commercial is the funniest out of all the ones I found.

These effective thirty second commercials are quite simply and funny. The strategy of this Direct Insurance commercial is not to advertise specifically what the insurance company does, rather it is to separate itself from all of the other run of the mill insurance companies that don’t care about their customers.

Their slogan “end of insurance as you know it” is very good. Direct Insurance is attempting to brand their company as a new and innovative one that will go above and beyond the normal insurance companies.

Direct Insurance is going with the philosophy a lot of popular companies are going for nowadays: funnier is better. Think about it. Out of all of the memorable commercials from the Super Bowl, how many are funny? Pretty much all of them. When it comes to advertisements people generally remember humor, not seriousness.

Direct Line Insurance was started in the United Kingdom in 1985. They expanded selling car insurance commercially from the United Kingdom to Spain, Italy, and Germany. Coverage options include car, house, and even pet insurance. 

Direct Line Insurance commercials seem very similar to the Geico commercials featuring the Gecko. They are using a non-human object, the phone (and computer mouse), to represent their company, ala the Geico Gecko.

Direct Line Insurance gives the phone and computer mouse a face and a personality. This is their attempt to make consumers feel more comfortable and enjoy the lighthearted commercial. Just like the Gecko, the objects talk, make jokes, and are easy on the eye and mind. 

This one isn’t even funny or that original, but we still notice the phone and computer mouse as a staple of the commercial. So no matter what commercial you see from Direct Line Insurance, you will see these “mascots.”

If these advertisements are successful, then when you think of Direct Line Insurance, you will think of the phone and mouse, just like most people think of the Gecko when it comes to Geico.