Just about every brand wants to start a "movement" these days...usually through ads with very serious narration and relatable people staring confidently into the camera. Maybe they were inspired by successes like Always' #LikeAGirl, Dove's Real Beauty campaign or Fearless Girl.

But most simply fall flat.

Not so with SafeAuto, a budget insurer whose new campaign—its first with agency Joan—aims to offer "insurance for the rest of us." In the anthem spot, "We Are the Rest of Us,"  the tagline accidentally (or maybe NOT) inspires a populist uprising that soon spirals hilariously out of control.

And hey, good news for agency folks: The campaign was actually one Joan presented in the competitive pitch last summer. Imagine that, getting paid for work you pitched. 

Read more: And find out what sets the brand apart from the bigger players in a crowded category.

For the second time in a month, a broadcaster creates throwback promos for its shows

W+K London helps the National Trust celebrate 125 years

'The sugary stuff is actually what’s selling now'

The weight-loss brand learned the hard way how much timing matters

Audience data backs up the decision to move music to the middle

Personalized airport signage may soon be a reality