Direct Auto Insurance taps Fat Joe, Johnny Manziel, and Tonya Harding for rebrand campaign

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Direct Auto Insurance, in partnership with its agency of record, Pereira O’Dell, is launching its new brand campaign titled “Get Direct & Get Going” that positions the brand around a theme of “second chances.” It marks a full rebrand for the company that features a full suite of rebranding assets, including logo redesign, color palette update, store redesign, and catchy audio mnemonic in broadcast elements. 

“Get Direct & Get Going” acknowledges the hurdles of getting affordable car insurance with compassion and humor. It features a host of celebrities — rapper Fat Joe, former NFL football player Johnny Manziel, and former Olympian Tonya Harding — who have needed fresh starts, underscoring Direct Auto Insurance’s belief in the importance of second chances. 

“We know that life doesn’t always go according to plan, and if there’s one thing that we all deserve, it’s a second chance. Our new campaign is at the heart of that belief,” said Kevin Fairchild, VP, Customer Experience and Brand Innovation at Direct Auto Insurance. “This campaign perfectly captures our mission to offer our customers low prices and great services, regardless of their history. It’s incredible to be part of a forward-moving company that cares about its customers and has remained true for over 25 years.”

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