When Direct Auto briefed us, first off, it was depressing. Their target suffers endless hardships. Real hardships, like choosing between paying for groceries and rent.  Not like, “my internet stopped working ALL afternoon”. And yet, research showed that they always kept a strong sense of hope and optimism. Our strategy folks called them "resilient strugglers".  Uplifting, right?

Direct Auto’s existing tagline was, “We’ll do right by you”. This notion of caring for their customers is at the heart of their business. So how could we tell a group that is decidedly not used to good customer service about this diamond in the rough?

We conceived an idea baby. His name was JJ Hightail. He’d be a happy-go-lucky, Southern, ex racecar driver, with a past so tragic it was comical.  Even so, he’d be positive about life, and let customers know just how helpful Direct Auto was for all his car insurance needs.

JJ gave Direct Auto the simultaneously empathetic and entertaining voice that they were lacking. And made their strategic positioning take real meaning. 

Co-Creative: Matt Schaffer
Executive Creative Director: Larry Hampel
Directors: Michael Patrick Jann, Jared Hess
Photographer: Matt Hoyle