Giving this Direct Auto Insurance commercial two thumbs up. If I was looking for auto insurance, Direct Auto would be on my list to call. This increasing like of the character is a good thing, because I am starting to get annoyed with Flo from Progressive, and I used to like her. After watching this commercial for the 15th time while writing this, JJ kind of started to grow on me and I didn’t mind him so much. Okay, the commercial is stupid, but not as stupid as some of the previous Direct Auto commercials, though. So for Direct Auto, creating JJ Hightail is a good move. Did you know that Priceline brought William Shatner’s character back from the dead because of this? Studies have shown advertising companies that consumers best relate to companies that have one of these fictional, character symbols in place. An innovator in the cloud since before the term. Hightail addresses the problems of creative collaboration and visual project management between teams of creative professionals and their clients and other stakeholders. He is no different than the GEICO gecko or Flo from Progressive. Hightail is a cloud service that lets users send, receive, digitally sign, and synchronize files. This JJ Hightail is a fictional character created by Direct Auto to be their spokesperson. They want drivers to start thinking about Direct Auto Insurance as much as the bigger insurance companies. They don’t believe that how they handle their money has anything to do with how safe of a driver they are.īy advertising this, Direct Auto Insurance is reaching out to those that don’t want their insurance premium affected by their credit score. Credit scores are a very sore subject with many drivers. Point of Commercialĭirect Auto Insurance is bringing out the news that they don’t check credit scores which is a good play by them. Under the Direct Auto Insurance logo on his uniform is “We’ll do right by you” on the screen. Screen changes to the front of Hightail’s uniform. “No Clowns” pop up on the screen under the “No Problem”. Which is a huge plus because mathematics scare me. Hightail: It’s official! I guess they care more about the driver, than they do some number. He does the two finger pointing thing away from him, and the words “No Credit” and “No Problem” pop up on the screen where he was pointing. Hightail does the finger quote thing around the words: responsible, guy who always pays his bills on time and good at all. But the good news is, unlike other insurance companies direct auto doesn’t require a credit check. They really wanted Back in Black for that one, didn’t they J.J. So maybe my credit isn’t what you’d call good at all. Hightail, is a former racecar driver who can’t seem to leave his glory days behind. I’m not what some might call responsible or a guy who always pays his bills on time. And made their strategic positioning take real meaning.Direct Auto Insurance brings a new character and program to drivers looking for insurance.Ĭommercial opens with former racecar driver JJ Hightail in his Direct Auto Insurance racing uniform. Who plays JJ Hightail in Direct General commercial - Answers Carlos Alazraqui, one of the cops that's from Reno 911 Home Study Guides Science Math and Arithmetic History Literature and Language. JJ gave Direct Auto the simultaneously empathetic and entertaining voice that they were lacking. Even so, he’d be positive about life, and let customers know just how helpful Direct Auto was for all his car insurance needs. He’d be a happy-go-lucky, Southern, ex racecar driver, with a past so tragic it was comical. So how could we tell a group that is decidedly not used to good customer service about this diamond in the rough? This notion of caring for their customers is at the heart of their business. Uplifting, right?ĭirect Auto’s existing tagline was, “We’ll do right by you”. Our strategy folks called them "resilient strugglers". And yet, research showed that they always kept a strong sense of hope and optimism. Not like, “my internet stopped working ALL afternoon”. Real hardships, like choosing between paying for groceries and rent. When Direct Auto briefed us, first off, it was depressing.
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