Direct Line Group’s repair service, Green Flag, wanted to highlight its high standards and demonstrate why a carefully curated network of skilled mechanics enable the brand to offer the best service to its customers.
The expected solution would be to show mechanics working on a beautiful car with a voiceover that extolled that Green Flag advantage. That’s not what Engine Creative did. Its ad is an Olympic-style hurdles event in which various garages vie for a coveted place on the Green Flag network. Its obstacles obstacles include sheep and fog, representing the criteria that garage mechanics must meet before joining Green Flag.
The campaign, Only the best get the Green Flag, is running on TV, VOD and online and the brand platform will evolve as the Green Flag business grows.
Su Karki, marketing chapter lead at Green Flag, stated, “In our new campaign we hero the high standards Green Flag maintains and the quality of its service, showing why not every garage makes it onto our network. Those who are successful have demonstrated they have a highly skilled network of engineers and a sustainable fleet to support the customers we have, and those we are excited to join us in the future, and it really is the case that only the best get the Green Flag.”
Katy Hopkins, creative director at Engine, added, “What better way for Green Flag to find the best roadside rescuers in the country than to put them through their paces on a sheep-filled athletics track? Holly, Charlotte, Big Red Button and a host of other heroes worked tirelessly to pack in as many hilarious hurdles as possible to demonstrate that Only the best get the Green Flag.”
Engine retained the Green Flag business in 2021, following a competitive pitch, having worked with the brand since 2017. This is the first campaign following the agency’s reappointment.
Credits:
Production Company: Blink Production
Directors: Big Red Button
Executive Producer: Paul Weston
Producer: Emily Atterton
Editor: Saam Hodivala @ Shift Post
Post Production: Gareth Brannan @ Rascal Post
Post Producer: James Beck
Sound Design: Ben Gulvin @ Wave
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