Tonya Harding says 'we've all made mistakes' in campaign for Direct Auto Insurance

Rebrand work by Pereira O’Dell features celebrities who have had second chances

Published On
Aug 13, 2019

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Ice skater Tonya Harding is one of a number of disgraced celebrities who have had second chances in a new campaign for Direct Auto Insurance, reminding drivers that "we all make mistakes."

In the ad, Harding -- who has resurrected her career since the 1994 controversy over an attack on her Olympic rival Nancy Kerrigan -- is shown walking round an office with ice skates tells drivers that Direct Auto Insurance looks "past your past" and helps customers get the insurance they need. 

The work, created by the agency Pereira O'Dell as part of a rebrand effort, also features rapper Fat Joe, who served time in prison for tax evasion, and former NFL football player Johnny Manziel, who has also been involved in several controversies. 

“In choosing celebrities, we wanted to hone in on people who share the same everyday issues our audience faces. Sure, they’ve risen to great heights in their careers and lives, but, at the end of the day, they’re just like everyone else,” said Nick Sonderup, executive creative director at Pereira O’Dell. “Direct Auto Insurance believes in giving them, and you, a second chance. We wanted to develop creative that celebrates that idea in a fun yet poignant way.”

Steve Miller at Radical.Media directed the spots, running on TV and social media. The wider rebrand work by Pereira O'Dell includes a logo redesign, color palette update, store redesign and a new audio mnemonic in broadcast elements.

 

 

 

 

Credits

Date
Aug 13, 2019
Client:
Direct Auto Insurance
Agency:
Pereira O'Dell
Creative Chairman:
PJ Pereira
Chief Creative Officer:
Rob Lambrechts
Executive Creative Director:
Nick Sonderup
Creative Director:
Estefanio Holtz
Senior Copywriter:
Anjali Rao
Senior Art Director:
Rachel McEuen
Copywriter:
Nate Mayer
Art Director:
Andrew Lindsay
Managing Director:
Mona Gonzalez
Brand Director:
Julia Morrissey
Brand Supervisor:
Adam Weiner
Brand Manager:
Diana Soloaga
Producer:
Peter Ostella
Art Producer:
Raquel Duarte
Director of Strategy:
Tom Naughton
Strategy Director:
John Redmond
Associate Director of Project Mgt.:
Jason Pelton
Director of Business Affairs:
Camara Price
Business Affairs Manager:
Shay Davis
Production Company:
Radical Media
Director:
Steve Miller
Executive Producer:
Gregg Carlesimo
Producer:
Barbara Benson
Director of Photography:
Eric Schmidt
1st AD:
Brian Stevens
Costume Designer:
Mark Robinson
Production Designer:
Brock Houghton
Costume Designer:
Robert Molnar
Costume Designer:
Anne Madden
Edit:
The Now Corporation
Executive Producer:
Nancy Finn
Producer:
Carrie Fleming
Editor:
Jesse Reisner
Editor:
Jessica Farmer
Method Studios:
Method Studios NY
Executive Producer:
Jesse Kurnit
Senior VFX Producer:
Bennett Lieber
Production Coordinator:
Kyle Fader
Lead Flame Artist:
Chris Hunt
Flame Artist:
Stephen Morris
Flame Artist:
Mario Caserta
Animator:
Will Pittas
Animator:
Nate Soto
Color:
Company 3
Colorist:
Jaime O’Bradovich
Color Producer:
Kevin Breheny
Music & Sound:
Butter
Chief Creative Officer:
Andrew Sherman
Managing Director:
Ian Jeffreys
ECD/Composer:
Aaron Kotler
Producer:
Kristin Kuraishi
Audio Post House:
Mr. Bronx Audio Post
Audio Post Engineer :
Eric Hoffman
Audio Post Engineer:
David Wolfe

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