“Everyone” knows Direct Line isn’t on price comparison sites. Really? In a new piece of playful creative, acknowledging that not everyone knows this, Direct Line and advertising partners Saatchi & Saatchi UK challenged two of the UK’s leading content creators to use “everyone knows Direct Line aren’t on comparison sites” as the world’s worst alibi.
The campaign aims to spread awareness of Direct Line Motor insurance among under 35s, and uses a creative construct called “Alibi”, in which people use “looking for Direct Line insurance on a comparison site” as an excuse for their behaviour and inevitably get caught out. The work is running on TikTok, Instagram and YouTube, high reaching and relevant environments for its audience.
In the creative, which includes an initial six pieces of content distributed to a combined following of over two million, Love Island star, Chris Taylor, and actor and comic, Sophie Craig of @shesnotfunny, undertake a series of sketches. Chris walks in on his mum in bed with fellow Love Island alumni, Michael Griffiths, who claim to just be looking at Direct Line car insurance on a price comparison site before Chris rumbles their lie. Sophie, dressed as a witch on trial, attempts to get off with a similarly false alibi.
@christaylorofficial #Ad ♬ original sound – Chris Taylor
Wendy Moores, marketing director, Direct Line, stated, “We wanted to engage under 35s in a fun and playful way, working with content creators to do this was a natural fit. Fun and car insurance aren’t two things you’d usually put together but looking to social as a platform offered a more informal way to get our message across. We are constantly innovating as a brand and that includes how we create and promote content.”
Franki Goodwin, chief creative officer, Saatchi & Saatchi added, “It’s fun (if a bit terrifying) to hand over your campaign idea to creators and influencers to make their own, but it’s been a brilliant experience discovering their brilliant interpretation of ‘Alibi’. It is a classic advertising idea executed in a modern way to resonate with an acknowledged hard to reach audience.”
@shesnotfunnytiktok #ad ♬ original sound – ‘SHES NOT FUNNY’
Credits
Client: Direct Line
Advertising Agency: Saatchi & Saatchi UK
Chief Creative Officer: Franki Goodwin
Senior Creative: Mia Silverman
Copywriter: Katy Stanage
Art Director: Alice Marani
Managing Partner: Alice Flanagan
Business Lead: Isaac Hickinbottom
Account Director: Felicity Litster / Jack Steer
Senior Account Manager: Rebecca Snaith
Media Buying Agency: Mediacom
Influencer Agency: Influencer
