It seems as though Budget Direct’s Captain Risky might have retired after four years, at the same time as ex-303 Mullen Lowe ECD, Richard Morgan, although so far only the latter is definite.
Risky is not in the agency’s newest ad for Budget Direct. Nor is a lack of sophistication. The new ad is an epic two-and-a-half minute ad that launched on primetime Sunday night television, during Sunday Night on 7, 60 Minutes on 9 and The Project on 10 and will run in cinema. A 60-second version of the TVC is running now on TV.
The promise is still price, but the new commercial looks at that from a different perspective. Rather than explain Budget Direct’s low price in terms of not insuring risk-takers, the ad asks why anyone would be mad enough to pay more for insurance. The ad is a whodunnit, that is never solved. Instead, the new mystery of why people would pay more is unveiled. The new campaign line is Budget Direct – Insurance Solved.
The cinematic film was directed by British director, Daniel Kleinman, and produced by Goodoil. It was Richard Morgan’s last work before leaving the agency.
