Local women Fiona Byrne from Killybegs and Esther Jean O’Kane from Letterkenny have made their on-screen debuts this month in a new campaign from a national car insurance brand.

Following an open casting call, the TV ad is airing on RTE One and sees Fiona and Esther Jean share their experiences and insights into what it means to look for and find the perfect partner.

Over 300 applicants applied to be part of the new ad campaign, but Donegal women Fiona and Esther triumphed. The casting call was for everyday women, from all walks of life and all parts of the country for the fresh, fun and feel-good campaign.

Fiona, 42, is a married mum with two sons and a daughter and works in the healthcare team at the intellectually disabled unit in Bundoran, caring for adults with special needs.

The local woman holds a FETAC Level 5 qualification in Healthcare and Nursing and works 12-hour shifts in the emotionally and physically demanding role. Fiona’s passions outside work lie in athletics and road tripping with her friends.

She says both activities are great examples of a perfect partnership, whether it’s taking her daughter to athletics grounds across Ireland or hitting the road with the girls.

29-year-old Esther Jean has followed her passions in life. Coming from an arty family, many thought Esther would work in the arts but she turned her hand to one of her favourite sports – swimming.


Working locally as a swimming coach, Esther helps local people learn to swim both inside and outside the pool with training exercises and talks.

It was during her work as a freelance swimming coach that Esther found her perfect partner, under romantic circumstances. During a class at a local leisure centre, Esther bumped into her childhood sweetheart, who has since become her partner.

The local ladies have used the inspiration of their personal stories to star in the new TV ad for its4women.ie. Finding small screen stardom has been an exciting experience for the pair.

Esther Jean commented; “I loved the whole experience. I found it really interesting to see behind the scenes of making an advert. The biggest surprise for me was seeing just how many people work on bringing an advert of just a few seconds to our screens. I think the campaign is fun and authentic and something I’m really proud to be a part of.”

Gary McClarty, Managing Director at MCL Insurance Services, operators of its4women.ie said: “As the its4women.ie brand continues to grow and evolve, we are keen to generate content that is relevant and relatable to females in Ireland. Both women are the perfect fit for our ‘Perfect Partner’ campaign and we are honoured to have them and the rest of the cast from across the country representing our brand on the big-screen.

“This campaign is particularly exciting for us as it focuses on real stories from real women and is extremely effective in communicating our brand values. At its4women.ie we have always put the needs of Ireland’s female drivers first and this is an extension of that. The finished ad is fun, fresh and authentic – just like its4women.ie.’

The campaign will be rolled-out across TV, cinema, outdoor and online over the next two years.