Direct Line heralds new era for insurance industry with Harvey Keitel's Winston Wolf as Britain's Fixer

Direct Line launches brand overhaul with Harvey Keitel as the character Winston Wolf, from cult classic Pulp Fiction, courtesy of Miramax. The campaign's first TV adverts will debut on Saturday 30th August on ITV's X Factor.

The TV adverts showcase Direct Line's new proposition, "We’re on it", which focuses on fixing its customers’ problems, faster and more efficiently. Opening with the line “I’m Winston Wolf, I fix problems”, the spots feature the iconic character fixing Britain's insurance dilemmas using Direct Line's new propositions. The adverts also throw down the gauntlet to other insurers by challenging consumers to question their insurance policy, with the tag line simply stating, “Can your insurance do that?”

Kerry Chilvers, Brand Director, Direct Line comments: “Fixing things for our customers and using new processes which help speed up claims, is where we know we can really make a difference. When something goes wrong, we know that our customers want to know we'll be ready to fix their problems with the minimum amount of hassle.”

Developed by Saatchi & Saatchi London, the TV ads are part of a wider integrated campaign that repositions the insurer’s customers firmly at the heart of its business and incorporates a series of TV ads, cinema ads, YouTube pre-roll videos, print, social and digital display.

In addition, a series of “How To…” videos featuring Winston Wolf and his associate Billy, solving tricky problems for use in social media have also been produced to entertain and inform.

The campaign is the first piece of work Saatchi & Saatchi London has created for Direct Line since winning the account in March this year. The campaign is supported by Mediacom and MRM Meteorite. 


Sam Hawkey Named CEO of Saatchi & Saatchi London

News

Sam Hawkey, chief operating officer at Saatchi & Saatchi London, has become the agency’s chief executive. He takes over from Magnus Djaba, who has been CEO of the London office for eight years. Djaba continues in his role as global president and CEO of the creative practice for Publicis Groupe UK. Read the full article in Campaign here.  

The making of the ad: Direct Line 'We're on it'

News

Go behind the scenes to see how Direct Line and Saatchi & Saatchi London created a campaign featuring three popular characters: RoboCop, Donatello from Teenage Mutant Ninja Turtles and Bumblebee from the Transformers franchise. Watch the video here.  

We Don't Save Lives

News

“We don't save people's lives”. Chief Strategy Officer, Richard Huntington, reflects on a creative career in times like these. Read the full article here.  

Sam Hawkey On True Tales Of Production

News

Sam Hawkey, Chief Operating Officer, gives Campaign a behind-the-scenes glimpse into how Saatchi are overcoming lockdown restrictions to make work, plus the production lessons learned along the way.   "Do what you can, where you are, with what you have."  Never has that been truer. But when it comes to production at this moment in time, it can seem like…

Sarah Jenkins Inspires Campaign

News

Sarah Jenkins Inspires Campaign On International Women's Day, Sarah Jenkins is recognised as an inspirational person the creative industries by Campaign. Read the article here.  

Diverse voices: Sarah Jenkins on getting the golden ticket

News

Diverse voices: Sarah Jenkins on getting the golden ticket Our industry is growing into something increasingly intelligent, progressive and empowering, but are our hearts really in this? Campaign asked a broad range of adlanders at different career stages to share their personal stories and plot ways forward from their experiences. Read Sarah Jenkins’ article here.