Insurance ads can be a bit – well – real. Direct Line’s new ads have a Hollywood touch. They’re also dramatic, action-packed and use humour that upends action hero expectations. All of this makes them more remarkable than the usual insurance ad fare. Remarkable is good in advertising.
There are three commercials the campaign called We’re On It by Saatchi & Saatchi UK. One stars RoboCop, another Donatello Donatello from Teenage Mutant Ninja Turtles and the third, Bumblebee from Transformers. In each, the action hero crates amazing feats to “come to the rescue” only to find that Direct Line has already fixed the problem.
The new work is the first time that Direct Line has brought all its product lines, from personal to business consumers, into one campaign. It replaces Direct Line’s Fixer campaign by Saatchi & Saatchi, which featured Harvey Keitel as Winston Wolfe.
We’re On It made its TV debut across ITV, Channel 4 and Sky simultaneously, giving the launch an anticipated reach of 7.5 million people. The TVCs will be supported by cinema, out of home, social, PR and another media first – Bauer’s Kiss station will broadcast daily news bulletins revealing more about how Direct Line is beating heroes.
Franki Goodwin, creative director at Saatchi & Saatchi, commented, “This was a brief with Hollywood-sized shoes to fill. It needed a huge idea and true client agency partnership to pull it off. We’re so excited to finally be able to share this epic year of work.”
Saatchi & Saatchi has also developed a brand identity refresh for Direct Line, which consists of a modern makeover for its famous red phone on wheels, a new word mark, and a new visual identity.
Credits:
Chief Creative Officer: Guillermo Vega
Creative Director: Franki Goodwin
Creatives: Will Brookwell & Will Helm
Social Creatives: Sarah Heavens, Phil Gull & Helen Giles
Agency Film Producer: Rebecca Williams
Agency Creative Producers: Mel Arthur & Rikesh Patel
Creative Director Design: Nathan Crawford
Head Of Design: Kerry Roper
Designers: Sam Sheridan, Victoria Draisey & Teresa Goncalves
Account Management: Alice Flanagan, Paul Mchugh, Victoria Turner & Juliet Cornick
Managing Director: Sarah Jenkins
Chief Strategy Officer: Richard Huntington
Planning Director: Rui Ferreira
Production Company: Hungry Man
Director: Bryan Buckley
Producer: Matt Lefebvre
Editor: Final Cut & Cabin
Sound Design: Sam Ashwell & Mark Hellaby @ 750mph
VFX & Character Animation: The Mill
Music: Andrew Feltenstein, John Naubeacon @ Street Studios; Tom Player @ Twenty Below Music
Media Agency: Mediacom
Client: Direct Line
Client Team: Kerry Chilvers, Wendy Moores, Claire Sadler, Kirsty Hoad & Allie Lawson
