Campaign of the month: Direct Line

Direct Line has launched a major new advertising campaign that features some of the world’s most iconic heroes including RoboCop and a Teenage Mutant Ninja Turtle.

The ‘We’re on it’ campaign replaces the insurance firm’s ‘Fixer’ campaign, which saw Pulp Fiction and Reservoir Dogs star Harvey Keitel play Winston Wolfe since 2014.

In ‘We’re on it’, which was created by ad agency Saatchi & Saatchi, the heroes spring into action to help people in need only to find that Direct Line has already solved the problem.

RoboCop, Donatello the Ninja Turtle and Transformer’s hero Bumblebee are the first characters to feature.

The content marks the first time that Direct Line has brought all its product lines under one umbrella campaign.

The advertisements were directed by Academy Award-nominated director Bryan Buckley.

Wendy Moores, head of marketing at Direct Line, said: “Our customers know that the second anything goes wrong, we will leap into action and have them covered. Our new campaign suggests that we are so good at doing this that we’re even better problem solvers than some of the world’s best and most loved heroes, to ensure we stay ahead of the insurance pack.

Franki Goodwin, creative director at Saatchi & Saatchi, added: “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.”

Source: Metro-Goldwyn-Mayer/Hasbro