Direct-to-consumer auto insurer SafeAuto embraces "the rest of us" in an over-the-top humorous campaign targeting the everyman, its first from new agency of record Joan Creative. 

The “Insurance for the Rest of Us” effort is “a rallying cry for everyone to be able to have affordable insurance,” according to Dan Lucey, executive creative director at Joan. The big production spot features a cast of more than 100 actors portraying consumers from all walks of life coming together under SafeAuto's promise of affordable car insurance. 

Yet in the end, the rallying becomes a bit too much, and the gathering of the masses turns "Braveheart"-esque, complete with horses and face paint. 

The campaign also includes an additional humorous spot in which billboard installers get over-excited about SafeAuto's messages on posters they are putting up that they put one of their colleagues in a sticky situation.

In addition to TV, SafeAuto will promote the campaign via out-of-home, radio and digital channels in both English and Spanish. Nalle Sjoblad of Spark and Riot directed the anthem spot.
 
The Columbus, Ohio-based insurer named Joan its agency-of-record last year.