At the beginning of the year, director-to-consumer auto insurer Safe Auto debuted a brand campaign centered on the tagline “Insurance for the Rest of Us.” The push from Joan targeting the everyman featured a big production spot with a cast of more than 100 that ran on major broadcast. Now, the effort broadens with a new series of humorous spots highlighting the insurance brand’s flexible benefits for individual consumers.

Running on multiple channels, the targeted messages address different needs of the insured in a familiar “talking heads” testimonial format, but with a humorous twist.  One spot, for example, stars a “Christmas Tree Capitalist” named Bert, an industrious guy who has found a way to successfully pivot his seasonal business into something’s that all-year-round—almost. For the months when the well starts to run dry, he says he feels lucky that he’s not locked into a year-long contract thanks to Safe Auto’s month-to-month offering. 

Another ad highlights a couple that includes an an odd-jobber with gigs ranging from “balloon artist” to “dog masseuse.” Since he’s picky about his professions and may not always know where his next paycheck is coming from, SafeAuto’s low down payment offering is a godsend.

The effort also features a Spanish -language spot featuring a “Queen of Coupons” who’s saving up for her husband’s cosmetic needs.