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 advert will debut on Saturday 30thAugust on ITV's X Factor.

The TV adverts showcases 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 40 second TV spot features 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 Mediacom and MRM Meteorite.

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Notes to Editor

For more information please contact Rami Aulak on:
Rami.aulak@themediafoundry.com
020 7612 1155

Direct Line

Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or on-line.

Direct Line general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Direct Line and U K Insurance limited are both part of Direct Line Insurance Group plc.