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.