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Belairdirect breaks Good Driver campaign

Insurance company Belairdirect has begun a new national advertising campaign today called "Good Driver." The creative feature's the company's knight spokescharacter recognizing the behaviour of good drivers with cheerleaders and a marching band drummer. The campaign promotes the company's offer of a 25% discount on car insurance to consumers with good driving records. The campaign will run until Oct. 22. It was developed by Sid Lee in collaboration with Mile Inn, Married to Giants, Red Lab and Wingman, Audio Z and PHD Montreal.

"Belairdirect is committed to encouraging all Canadians to engage in good driving habits and understands that drivers may not realize that some behaviours are putting them at risk," said Richard Taschereau, deputy senior vice-president of marketing, communications and business development at Belairdirect. "We've all been in a rush or off to a special occasion, but with millions of people on the road, it's important that we take an active role in keeping the roads safe."

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