Belairdirect "Safety On My Mind" by Sid Lee

Belairdirect is aiming the campaign at an audience that prefers "less traditional advertising," said Leclerc. By tying the brand’s messaging to a timely moment—in this case, Valentine’s Day—and executing in an unorthodox way through the music video, Leclerc said, Belairdirect hopes to surprise its 18 to 34-year-old target audience "with something that’s truly unique."

The campaign takes the shape of a two-minute music video featuring Canadian comedian Big norm and singer Osé that pays homage to the R&B chart toppers of the 90’s and 2000’s. It features Big Norm as what Belairdirect describes as "a lovestruck beau driving headfirst into the world of romance."

The silky smooth ballad highlights several ways in which drivers can practice safe driving and save money by insuring their vehicles with Belairdirect. The lyrics include "I grab the wheel at 10 and two and signal right/second out the driveway, I let my blinker light the night" and "When you put your phone on silent mode/it sends shivers down my spine."