Harvey Keitel's Pulp Fiction character Winston Wolf continues Direct Line campaign series
Direct Line has launched its most comprehensive ad campaign to date for its new guarantee hire car that is once again fronted by Harvey Keitel.
The campaign will consist of ads across cinema, radio, print, digital and a Metro cover wrap. It will also focus heavily on social media with a range of content including bespoke social videos, which will broadcast on Facebook.
Saatchi & Saatchi London created the campaign which sees the Harvey Keitel back in the fold in his Winston Wolf character from cult classic film Pulp Fiction. It continues the previous theme used in Direct Line ads last year where Keitel ‘fixes’ Britain’s insurance dilemmas with propositions from Direct Line.
The new ads show Keitel coming to the rescue of a group of women who are on their way to a hen party when their car is hit by a two overtly posh English men. Keitel informs the women of Direct Line’s immediate guaranteed hire car before telling the two men to be on their way in his suave demeanour.
Wendy Pearson, head of marketing at Direct Line said using “Winston Wolf as our ‘fixer’ has really helped our consumers identify with our brand and brought our key messages to life.”
The ad can be viewed in full above.