Deloitte Digital’s Heat has released a new campaign directed by RadicalMedia’s Dave Meyers for CSAA Insurance Group. “Goodbye Insurance, Hello InsurAAAnce.”
The agency found that while many consumers don’t like insurance providers, they love AAA. This led to the creation of InsurAAAnce, a new brand platform that makes it impossible to forget that AAA offers insurance.
Linda Goldstein, CSAA Insurance Group’s CMO, told Reel 360, “Our new campaign – Goodbye Insurance, Hello InsurAAAnce – embodies the unique offering CSAA Insurance Group can provide consumers and what sets us apart. Deloitte Digital’s Heat, in partnership with Dave Meyers, brought this to life in our new spots, creating a fresh perspective for our marketing. We are excited to see this campaign continue to roll out and build on the success of our AOR relationship with Deloitte Digital’s Heat.”
The campaign launched with two music-video themed spots, the first clearly inspired by Atlanta’s second season opening teasers:
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“People don’t like insurance providers, but research showed that they not only trust AAA but also love the brand. So we rebranded their insurance product to carry the same trust, dependability, and love as their legendary roadside assistance. It’s InsurAAAnce, With AAA,” notes Jones Krahl, Executive Creative Director, Deloitte Digital’s Heat
“The agency had their pulse on that special blend of nostalgia, and modern filmmaking and it instantly spoke to me as something hilarious. It was so much fun to bring it to life and took on its own special identity once we had the talent singing these songs from their various fantasies. It’s also one of the rare commercials in my career that my wife and kids have asked to watch” added Meyers.
CREDITS:
Client: CSAA Insurance Group
- Chief Marketing Officer: Linda Goldstein
- Vice President External Affairs, Corporate Communications, Brand: Danielle Cagen
- Creative and Brand Strategy Leader: Carrie Hack
- Senior Program Manager: Stephanie Fitzgerald
AGENCY: Deloitte Digital’s Heat
- Executive Creative Directors: Milton Correa, Jones Krahl, Elaine Cox
- Senior Copy Writer: Scott Menzie
- Senior Art Director: Candace Faircloth
- Managing Director: Aaron Lang
- Head of Account Management: Olivia Balicki
- Account Director: Matt Porter
- Account Supervisor: Cameron Hogan
- Account Executive: Oliver Kiss
- Chief Strategy Officer / General Manager: Justin Cox
- Group Strategy Director: Jen Watts-Welsh
- Strategy Director: Ryan Ouyoumjian
- Head of Production: Elisa Moore
- Executive Producer: Daniel Roversi
PRODUCTION: Radical Media
- Director: Dave Meyers
- Director of Photography: Sebastian Blenkov
- President: Frank Scherma
- Executive Producer: Jim Bouvet
- Executive Producer: Rok Bukovec (Division Films)
- Producer: Lisa Brugliera
- Line Producer: Benjamin Begovic (Division Films)
MUSIC: Premier Music Group
Music Supervisor: Aaron Mercer
MUSIC: New Math Music
- Composers: Dan Sammartano (Service Like You), Jared Hunter (All Out of Love)
- Mix and Sound Design: Joseph Spallina
- Creative Directors: Raymond Loewy, David Wittman
- Executive Producer: Kala Sherman
- Producer: Jake Falby
EDIT: Cabine Editorial
- Editor: Greg Scruton
- Executive Producer: Remy Foxx
- Producer: Katy Lester
FINISH: Jamm Visual
- VFX Supervisor / Lead Flame: Jake Montgomery
- VFX Supervisor / Lead CG: Andy Boyd
- Flame Artist: Mark Holden
- Flame Artist: Patrick Munoz
- Flame Artist: Glyn Tebbutt
- Flame Artist: Steve Cokonis
- Lead CG Artist: Brian Burke
- Lead CG Artist: Zachary DiMaria
- CG Artist: Ben Martin
- CG Artist: Connie Ho
- Producer: Ashley Greyson
- Executive Producer: Asher Edwards
COLOR: Company 3
- Colorist: Stefan Sonnenfeld
- Producer: Gabriel Wakeman
ACTORS/SINGERS:
- Service Like You Vocalist: “truth city” a.k.a Ronald Evans
- Service Like You Actor: Ernest Adriaansz
- All Out of Love Vocalist: Lucy Woodward
- All Out of Love Actor: Sarah Egger
SOURCE: Deloitte Digital’s Heat
