A more human spokesperson.
Our audience had hard choices to make when it came to their finances. Like choosing between paying for groceries or rent. And yet, research showed that they always kept a strong sense of hope and optimism.
So we conceived an idea baby that birthed a man. His name was JJ Hightail. An ex-racecar driver that faced a comical amount of challenges in his time. He gave Direct Auto the simultaneously empathetic and entertaining voice that they were looking for.
He also had logos all over his body, so I think they liked that, too.
The Unauthorized Autobiography of JJ Hightail.
We created a book to help sell in the concept of the character. The client liked it so much, that they ultimately used it in stores and at events. Click through the slideshow below to check it out. It's some of my favorite writing I've done in my career.
Co-Creative: John Colbert
Executive Creative Director: Larry Hampel
Directors: Michael Patrick Jann, Jared Hess
Editor: Jim Ulbrich
Photographer: Matt Hoyle