Insurance company Budget Direct is to retire its quirky couple of the French accented Michelle and her older – presumably – partner Michael in favour of animated aliens.
And the first ad in the new campaign pays tribute to the “Boojay boojay” line with a pastiche of the shower ad.
The campaign from the low cost insurance company will see the company push a new branding – masterminded by Hans Hulsbosch – as a “Simply Smarter Insurance” provider and also feature a new logo and website.
The new ad campaign sees Budget Direct leave behind Michael and Michelle — a couple the company says have an ‘indefinable relationship’ — and replace them with aliens Zeek and Zia.
According to the company’s announcement Zeek and Zia are “the highly intelligent alien couple who live next door”.
The brand has always declined to explain the relationship behind the couple as it added to the mystery of it.
The old ad:
“Initially there was never any brief that said we wanted to change characters or that we even thought we needed characters. It was all about communicating the smarter way we provide insurance,” Jonathan Kerr, director of marketing and digital at Budget Direct, told Mumbrella.
“It just turned out that we liked the idea of aliens with higher intelligence, so to speak, being the ones to figure it out. We are excited about the new campaign, we are also proud of the previous campaign and know many people have enjoyed singing our song and so we wanted to celebrate that we had this wonderful campaign,” he said.
“Therefore the aliens live next door to everyone else and part of them discovering Budget Direct is singing our song.”
The TV campaign will go to air on Sunday and follows a teaser campaign run online since August 5. The company said the aim of the campaign was to highlight Budget Direct’s points of difference in the market.
“We wanted a break-out logo, campaign and positioning that clearly differentiated us from the old school companies, while maintaining the brand personality,” said Kerr.
The ad was made by production house Liquid Animation.
Hulsbosch, founder of Hulsbosch – Communication By Design, said: “The concept redefines the tone of insurance advertising in this country and permits Budget Direct to clearly stand apart.”
- Hulsbosch – Hans Hulsbosch executive creative director, Jaid Hulsbosch director , Steve Harrington design director, Belinda Hubball design director, Natasha Marsh senior account director, Lisa Rowlinson senior account director.
- Liquid Animation – Mike Viner direct, Geoff Viner producer, Damon Escott live action director, Georgie Uppington producer
- Client – Budget Direct