Direct Line 'Cocoa' (Integrated)

Harvey Keitel helps landlords with the things that keep them up a night 

Direct Line and Saatchi & Saatchi London have launched the latest instalment of the award winning ‘Fixer’ campaign which stars Harvey Keitel as the character Winston Wolf from cult classic movie Pulp Fiction.                                                                                                                           

The latest campaign execution, ‘Cocoa’, promotes Direct Line’s Landlord insurance Rent Guarantee proposition. The advert sees Winston Wolf emerge from the shadows of Trevor, the private Landlord’s bedroom. His tenants are in a tough financial situation, they can’t pay their rent and it’s keeping him up at night. Winston Wolf reassures Trevor that Direct Line will pay any unpaid rent until the tenants vacate the property.

Aimed at landlords whose property isn’t their main source of income, the latest advert continues the “Fixer” theme with the spotlight on the insurer’s market leading Rent Guarantee proposition. Rent Guarantee will see a landlord reimbursed for any unpaid rent while a tenant or ex-tenant is still in a residential property in the UK.  In addition, it also includes a provision to protect landlords if their property has been damaged by a tenant that has failed to pay the rent.

Sue Wilson, Head of Marketing at Direct Line for Business, commented: “The latest creative instalment of our advertising campaign continues to challenge the insurance market, in both its creative approach and its focus on performance rather than price. This campaign highlights our focus on investing in high performance products that deliver measurable benefits for our policyholders, giving them the peace of mind that they are covered financially if their tenants have issues with paying the rent.”

The “30 TVC will play out on TV and online throughout 2017, with radio and press support.

Winston Wolf has been ‘fixing’ Britain’s insurance dilemmas with propositions from Direct Line since 2014.


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