ROLE: ACD/Writer
ECD/Art: Dan Lucey

The truth is, auto insurance is out of reach for many Americans. They need an insurer who understands they don’t have money to waste, and they need flexibility. SafeAuto provides that, but they needed a way to tell the world. A new rallying cry was born.

"Insurance for the Rest of Us" extends a hand to the Americans that have families to support and bills to pay. And it does it with humor.

PRESS: Campaign / Creativity-Editor’s Pick / Adweek

“Copywriting is hero in JOAN Creative’s new ads for SafeAuto.” - Oliver McAteer, Campaign Magazine

To be playful with media, we put up these very plainspoken billboards explaining SafeAuto features, and then made a spot about the people who put them up.

Our OOH met people where they were, with messaging they would respond to. Like these c-store posters.

Then we told more stories of the rest of us.