Udderly Ridiculous

RATESDOTCA and Zulu Alpha Kilo Want to Ensure You “Don’t Get Milked” Over Car Insurance

April 6, 2021


RATESDOTCA and Zulu Alpha Kilo produce a campaign you can’t unsee.

Bart Simpson has spent decades imploring us not to have a cow, but when it comes to car insurance, maybe we should start having one. According to RATESDOTCA 77% of policyholders in Ontario don’t compare car insurance rates and that’s resulting in us “getting milked.” But RATESDOTCA and Zula Alpha Kilo want to change that.

“Most Ontario drivers don’t actively think about their car insurance each year, and don’t realize they could be saving hundreds by comparing rates. We want people to shop their car insurance on a more regular basis to ensure they are getting the best rate,” says Leonie Tait, Vice President, Marketing at RATESDOTCA. “In working with Zulu Alpha Kilo, we were able to land on a brand platform and campaign that is unique, ownable, and will ultimately help Canadians make better insurance and money decisions.” 

In a piece of truly surrealist genius, the campaign revolves around the central image of an udder that represents the idea of “getting milked.” Hanging from the bottom of a car on a lift, it is easy for even the non-mechanically inclined to discover what the problem is: a sack of udders—the result of overpaying for car insurance.

“We know insurance can be a dry subject and that most Canadians can be complacent about their automobile insurance renewal,” says Zak Mroueh, Founder and Chief Creative Officer at Zulu Alpha Kilo. “We knew we had to do something that would breakthrough and get the attention we were looking for. We landed on a very clear, but extremely memorable way of getting Canadians to think about their car insurance and realize that they might be overpaying.”

The core campaign is expected to run to June 30, 2021, with digital and social running until the end of 2021. The campaign includes a TV and online video campaign, social, radio, and OOH and digital boards; the latter will display the most affordable local parking lots and gas stations. Another way to make sure you don’t get milked!

About the survey

An online survey of 1,000 Ontario residents was conducted by Leger from March 19-21, 2021, using Leger's online panel. The sample's ages ranged from 18 to 55+ years old. The margin of error for this study is +/-3.1%, 19 times out of 20.


RATESDOTCA is Canada's leading rate comparison website that offers a quick and simple digital experience to compare the widest selection of insurance and money products in the market. Get a better rate on car, home, and travel insurance, mortgage, and credit cards all in one location. RATESDOTCA aims to help Canadians make better insurance and money decisions so they can save time and money to spend on what really matters to them. @RATESDOTCA


Client: RATESDOTCA Group Ltd.
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Group Creative Director: Ian Simpson, Catherine Allen
Art Director: Michael Siegers, Manali Kulkarni
Writer: Jonah Flynn, Dylan Verwey
Designer: Ryan Booth, Vince Rozas, Stephanie Yung, Omar Morson, Zoe Kim
Account Team: Lisa Sousa, Nina Bhayana, Chris Rosario
Strategic Planner: Tim Hopkins
Clients: Igal Mayer, Leonie Tait, Flora Cheung, Lydia Ku
Agency Producer: Revital Grunberg, Houng Ngui
Media Agency: OMD 
Media Team: Garrett Mitchell, Christine Wilson, Peter Venus, Alston Lobo, Ben Aydin, Arthur Hsueh, Dwayne Mataseje
Production House: Untitled Films
Executive Producer: Peter Davis
Line Producer: Kelly King
Director: Francois Lallier
DOP: Francois Gamache
Casting Director: Steven Mann Casting
Post Production: Zulubot
Editor: Max Lawlor, Jessie Posthumus
Online Artist: Alex Boothby
Post Producer: Mariya Guzova
Transfer House: Alter Ego
Colourist: Eric Whipp 
Producer: Jane Gearrah
Music House: Eggplant
Audio Director: Adam Damelin
Sound Design: Peter Pacey
Producer: Nicola Treadgold
Engineer: Dan Horton, Ben Spiller
Studio Artists: Pavel Petrycki, Jenny McCracken
Developer: Kyle Collins