Direct Line launches second stage of hero-fronted campaign

Charlie Spargo's picture
by Charlie Spargo

Having recently launched the 'We're On It' campaign on televisions around the country, Direct Line has launched its OOH strategy to match it, in association with Saatchi & Saatchi.

The campaign replaces its long-running one featuring Harvey Keitel as Winston Wolfe, the 'Fixer', and stars some huge names from TV and film, including Robocop and the Teenage Mutant Ninja Turtles.

The TV campaign shows these heroes responding too late to crises, being beaten to the chase by Direct Line, who are "beating superheroes at their own game".

This strapline is also used in the poster campaign, which features the screen stars looking despondent, developing on the idea that Direct Line's top-rated customer service is better than any superhero.

It's a difficult time for OOH advertising in the midst of coronavirus, with recent research showing it - alongside cinema - as one of the only media to have dropped in uptake as more people socially distance and choose to stay inside on government guidance.