Continuing a trend it started earlier this year, belairdirect has produced a new cinematic campaign that hopes to knock customers off their feet with the considerable insurance discounts that await them.

The insurer teamed up with world-renowned mixed martial arts champion Georges St-Pierre (GSP) to produce “The Boxer,” belairdirect’s latest ad campaign. As the titular boxer character in the series of commercials, GSP interacts with his coaches and their hilariously cautious training approach, which highlight the benefits of safe driving behaviour.

"This year, we shifted our advertising direction to a more storytelling cinematic approach, tapping into the universal and emotional pain point of not being in control, a feeling that many Canadians have when it comes to their insurance premiums," commented belairdirect vice-president of marketing and digital strategy Humberto Valencia.

Valencia added that the Boxer campaign demonstrates how belairdirect puts control into the hands of customers “while having some fun with it.”

"I'm very proud to be affiliated with belairdirect on their latest campaign, as they are a strong Canadian company with a long-established track record," Georges St-Pierre remarked.

The MMA fighter also commented that he had a great time producing the series and that the role came naturally to him as he puts himself into the same state of mind whenever he is preparing for a real fight.

“I think this is a fun way to show Canadians that good driving can be rewarding," GSP added.

Read more: belairdirect takes marketing campaign in new direction

Last March, belairdirect unveiled its plan to revamp its marketing campaign moving forward by adopting a “new cinematic approach.” In an earlier statement, Valencia explained that the marketing decision was driven by a need to develop a connection with consumers.