Harvey Keitel returns to Pulp Fiction role for new Direct Line campaign

Cinema legend Harvey Keitel is the unlikely face of insurance provider Direct Line’s latest television campaign, which also marks a significant brand overhaul.

Devised by Saatchi & Saatchi the piece sees Keitel reprise his role as Winston Wolf from the cult classic Pulp Fiction as he ‘fixes’ the insurance difficulties of a suburban family.

Debuting during ITV’s X-Factor tomorrow night the spot opens with the line ‘I’m Winston Wolf, I fix problems’ and is geared toward communicating Direct Line’s ‘We’re on it’ proposition.

This concludes by laying down the gauntlet to rival insurance providers, asking ‘Can your insurance do that?’

Kerry Chilvers, brand director, Direct Line commented: “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.”

The campaign will also encompass a range of cinema ads, YouTube pre-roll videos, print, social and digital display appearances; including a ‘How to…’ series of videos featuring the star which will appear on social media.

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