M&C Saatchi releases new spot for Direct Line

by Colin Marrs, Campaign 04-Aug-08, 06:00

LONDON - Direct Line has got serious in its latest ad to promote a new two-year price cap for car insurance.

The 40-second ad is a response to spiralling motoring costs and has ditched its "little red phone" icon in favour of a moodier tone.

The spot begins with a shot of a huge pound sign made up from car parts.

A female voice over talks about the increasing price of running a car while parts begin to fly apart in slow motion.

She then outlines the details of the offer.

The ad finishes with a slowed down version of the company's well-known jingle.

Credits

Project
Beautiful destruction
Client
Mike Tildesley, marketing director of acquisition & retention, Direct Line
Brief
Promote Direct Line's new exclusive 2 year price cap for car insurance in response to spiralling motoring costs
Creative agency
M&C Saatchi
Creative director
Graham Fink
Creative Team
Ian Brassett & David Anderson
Planner
Howard Miller
Media agency
Mediacom
Media Planner
Nick Jefferies
Production company
Mad Cow Films
Producer
David Jones
Director/photographer/illustrator
Steve Downer
Editor and editing company
Cut & Run
Post-production company
Smoke & Mirrors
Audio post-production
The Jungle Group
Account handler
Holly Snelling
Launch date
4 August
Exposure
National TV