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. 

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