RoboCop, a Ninja Turtle and a Transformer Are All Back in Action to…Sell Insurance?

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Winston Wolf, the deadpan crime-cleanup expert from Pulp Fiction played by Harvey Keitel, has been shilling for Direct Line insurance in the U.K. for the past six years. But the famous fixer has been retired. And no, that’s not a euphemism for something sinister. (He’s not wearing cement shoes or sleeping with the fishes). He’s just stepped out of the commercial spotlight.

Direct Line’s new campaign, via Saatchi & Saatchi London, looks again to Hollywood for inspiration but this time chooses characters on the right side of the law for its spokescharacters.

RoboCop, Donatello from the Teenage Mutant Ninja Turtles and Bumblebee of Transformers fame are central to the brand’s message, “We’re On It,” which beats the well known crime fighters at their own game.

Direct Line joins a number of brands, like Sonic in the U.S., in moving away from ad stars that have built up equity over time with audiences. It was a carefully considered decision, according to Saatchi execs.

“It’s always brave to walk away from something that’s working really hard,” said creative director Franki Goodwin. “Winston Wolfe was disproportionately associated with Direct Line, and he was also still relevant.”

And he’s left big shoes to fill, said Goodwin, with “a benchmark to not just meet but smash.” Here’s a look back at how The Wolf made his debut:

Now enters the trio of TV and movie superheroes, who spring into action to solve consumers’ problems. They were chosen, Goodwin said, to “hit every demographic” and for their particular skill sets. 

RoboCop, for instance, responds to a theft of computers from a business, while Donatello tries to fix a home plumbing disaster and Bumblebee shows up at a car crash. In each case, Direct Line has already handled the situation and saved the day, effectively getting #outheroed.

The campaign, intended to be a new chapter for the brand that brings all its services under one marketing banner, is “scaleable and flexible,” Goodwin said. It may include other recognizable faces going forward, though the agency is “not addicted to putting characters” in the spots.

The 60-second cinematic ads, from decorated director Bryan Buckley, lean into their special effects and hew closely to the characters’ well-known DNA. That happened through an ongoing collaboration between the agency, the intellectual property owners and production house The Mill, Goodwin said.

The commercial launch, coinciding with a brand refresh of the company’s “red telephone on wheels” logo, hit upward of 7.5 million people on TV and VOD recently, via an ad break takeover on ITV, Channel 4 and Sky. As part of the extensive media plan, Direct Line plans out of home, social, in theater and radio for what’s expected to be a long-running campaign.

The new work differs significantly in tone from the past because The Wolf quietly crept in, dispassionately offered solutions and then disappeared, “like it had never happened,” Goodwin said. The superheroes, on the other hand, make a lot of noise and draw quite a bit of attention to themselves. 

Wendy Moores, Direct Line’s head of marketing, likes the evolution.

“The power and flexibility of the idea that Saatchi & Saatchi has created gives us greater freedom than we’ve ever had,” said Moores,  allowing the brand “to deliver a more cohesive and consistent campaign across the breadth of our product portfolio and through all media channels.”


Client: Direct Line
Kerry Chilvers
Wendy Moores
Claire Sadler
Kirsty Hoad
Allie Lawson

Agency: Saatchi & Saatchi London
Chief Creative Officer: Guillermo Vega
Creative Director: Franki Goodwin
Creatives: Will Brookwell, Will Helm
Social Creative: Sarah Heavens, Phil Gull & Helen Giles
Agency Film Producer: Rebecca Williams
Agency Creative Producers: Mel Arthur, Rikesh Patel
Creative Director Design: Nathan Crawford
Head of Design: Kerry Roper
Designers: Sam Sheridan, Victoria Draisey, Teresa Goncalves
Account Handling: Alice Flanagan, Paul McHugh, Victoria Turner, Juliet Cornick
Managing Director: Sarah Jenkins
Chief Strategy Officer: Richard Huntington
Planning Director: Rui Ferreira

Production Company: Hungry Man
Director: Bryan Buckley
Production Company Producer: Matt Lefebvre
Editor: Final Cut / Cabin
Sound Design: Sam Ashwell & Mark Hellaby @ 750mph
VFX and Character Animation: The Mill
Music: Andrew Feltenstein & John Nau @ Beacon Street Studios
Tom Player @ Twenty Below Music
Media Agency: MediaCom
Chief Transformation Officer: Sue Unerman
Partner: Oli Scargill
Strategy Director: Jon Hildrew
Business Directors: Alex Jockelson, Marine Turner
Planning Managers: Robbie Coakley, Stefan Jovanoski, Giuseppe Negro
Implementation Planning: Aron Jackson, Gill Reid, Rick Chambers, Matt Burton, Nate Barker, Ade Fadairo, Allison Windegaard
AV Implementation: Joe Phelan, Victoria Pennant, Shannon Browne

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