Everything But the Guillotines

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.

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