DealerPolicy rebranded as Polly by refusing to vilify car dealers like everyone else

Polly, formerly DealerPolicy — a name that spoke to its B2B relationships — helps customers get their car and car insurance together. It came to TBWA\Chiat\Day LA without a pitch, asking for help reorienting the brand around a better consumer experience through collaboration, with a new name, visual identity and launch campaign.

Break the category's disruption trope with collaboration: reposition the car salesperson as an empathetic guide and pair car buying with car insurance so everyone wins.

Chiat\Day LA built a bespoke core creative idea and visual identity system — new logo, typography, colour palettes and brand symbols — and renamed the business Polly. The fully integrated 'Get it Together' campaign targets B2C and B2B audiences with dozens of social and digital assets, print and four branded films produced by JOJX and directed by Trevor Clarence, taking a humorous approach that showcases the benefits of collaboration and new ways of doing business.

Polly launched its new name, identity and 'Get it Together' campaign in February 2023 across social, digital, print and film, claiming one of the first repositionings of the car salesperson as an empathetic guide. The source reports no market results.

Car dealers have been at the crosshairs of consumer discontent for decades, and advertisers have built entire campaigns on playing off that disdain. Polly, the car-and-insurance fintech until recently called DealerPolicy, chose the opposite: its launch campaign with TBWA\Chiat\Day LA repositions the car salesperson as 'an empathetic guide in the car purchase process'.

The rebrand is structural, not cosmetic. The old name spoke to the B2B relationships the company had been building; the new one — Polly — reorients the brand around the consumer experience, delivered with a bespoke visual identity system covering a new logo, typography, colour palettes and brand symbols. Chris Omark, SVP of Brand, says the company skipped the pitch stage entirely: 'We just went right to the Chiat LA office and asked the agency for their help.'

The 'Get it Together' campaign launched in February 2023 across B2C and B2B audiences: dozens of social and digital assets, print, and four branded films produced by JOJX and directed by Trevor Clarence, using humour to argue that collaboration — between shopper, dealer and insurer — beats the usual adversarial disruption. CMO Mike Burgiss calls it 'a new era of automotive retailing, and Polly is bringing insurance to the experience so everyone wins'.

Villain-bashing was the category default, so empathy for dealers reads as genuinely different rather than as another disruptor claim.

The rename from DealerPolicy to Polly matched the strategic shift from B2B tool to consumer brand.

Pairing car purchase with insurance in one experience gives 'Get it Together' a literal product truth, not just a slogan.

Humour aimed at collaboration, not mockery, keeps the campaign consistent with its own anti-vilification premise.

In a category where every challenger wins by vilifying someone, refusing the villain is itself the disruption — empathy becomes the differentiated position.

The new identity and campaign rolled out across social, digital, print and four films from February 2023. The source article reports no brand-tracking or conversion results.