Scary, spooky, nerve-tingling ads come to the fore at Halloween. People look out for them. Love them. Share them. Saatchi & Saatchi is capitalising on this once a year event for Direct Line.
It’s a spooky film – but it’s also ridiculous. And that makes it a very humorous – and importantly, very entertaining (because that’s the point of Halloween advertising) way to highlight what Direct Line does.
The Alfred Hitchcock-inspired ad, Survive the horror, follows a young driver who scratched up her car on the way back from the supermarket after realising she forgot to buy cheese. Saatchi & Saatchi has filled it with the most wonderful hyperbole – because, it’s targeting 17- to 34-year olds, and it’s about the mistakes that young people make when they’re doing things (like dealing with and making claims) without their parents for the first time.
Franki Goodwin, creative director, Saatchi & Saatchi London, commented, “The true horrors of growing up and being responsible are at their most visceral when something goes wrong. We’ve tapped into a genre most popular with our audience to create a campaign that is as resonant as it is entertaining.”
The film is appearing in cinema screenings of horror movies in the UK during the Halloween season, supported by a series of 6-second social stings spots which bring to life other real-life horrors from cracked laptops to lost phones and kitchen disasters.
It was written and directed by Alice Lowe who is also known for her acting roles in Black Mirror – a series of sharp, suspenseful, satirical tales that explore techno-paranoia – and Garth Marenghi’s Darkplace – a parody of 80’s horror television that’s also part soap opera. It was produced by Western Edge Pictures. Music for the film was specially commissioned by electronic music duo, Toydrum, who wrote and produced music for the Shane Meadows series, This is England.
Rachael Lynch, brand activation manager, Direct Line, noted, “Our audience is at a time when they want to maximise their personal freedom and decision making, however, this comes with worry about things going wrong. We’ve tried to find entertaining ways to show how Direct Line’s promise is relevant in their lives. Nobody‘s perfect. At some point we all mess up, but Direct Line understands and is there to help.”
The campaign also builds on Direct Line’s association with film, following its recent sponsorship of Film on 4.
Agency: Saatchi & Saatchi London
Chief Creative Officer: Guillermo Vega
Creative Director: Franki Goodwin
Creative Team: Caroline Petrie & Brochan Watts
Account Director: Victoria Turner
Account Manager: Charlotte Hagel
Planning Director: Rui Ferreira
Producer: Marie Hughes
Production Assistant: Isaac Addo
Assistant Editor: John Crook
Post Production: Prodigious
Sound: Henry Frith
Post Production Producer: Lily Ross
Colourist: Matt Horton
Flame Artist & Online Editor: Jon Steiner
Flame Artists: Richard Harris & Aubery Ghansah
Motion Graphics Artist: George Mason
Media Agency: Mediacom