DirectAsia Insurance has launched a new ad film called “What Drives You Matters Most” in collaboration with Socialyse Singapore, featuring an invisible car to highlight memories people have when together in the car.
Themed to a remake of ELO’s classic hit “Mr. Blue Sky,” the 30-second spot is a quirky bit of viewing fun.
“We’ve decided to focus on what matters to drivers. It’s about the people and moments in their cars,” said Oliver Mallich, Head of Marketing at DirectAsia Insurance.
“DirectAsia will protect your vehicle while you enjoy what matters most. This long-term, multi-channel campaign will evolve to show many of the moments Singaporeans enjoy in their cars. Strategically, it represents a repositioning of the brand after several years off TV.”
Socialyse, part of the Havas Media Group, was tasked to handle both creative and media buys. The 30-second video launches today and will roll out across various online and offline touchpoints – including both English and Mandarin versions.