The Drum Awards Festival - Extended Deadline

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By Chris Sutcliffe, Senior reporter

April 26, 2022 | 2 min read

The leader of the Autobots is taking a much-needed rest in Direct Line’s new campaign. Optimus Prime, the transforming semi truck and hero of Hasbro’s Transformers franchise, is seen handing off the responsibility of rescuing a stranded driver in a new TV spot launched today.

The film is the latest in Direct Line’s ‘We’re On It’ series, which has previously seen fictional heroes including the Teenage Mutant Ninja Turtles and Robocop at a loose end when Direct Line arrives first to the scene of a breakdown.

Created by Saatchi & Saatchi, the series is a tongue-in-cheek approach to marketing insurance, demonstrating the redundancy of comic book heroes in a world where the insurance company exists.

Wendy Moores, head of marketing at Direct Line, said: “We can’t wait to showcase the latest ad, as it truly demonstrates how epic our ambition is for the brand and for helping our customers. Using instantly-recognizable characters that resonate with millions provides a fantastic platform to land our key messaging, letting the nation know they can relax because ‘We’re On It.’ We can’t wait to give audiences the latest instalment of the Direct Line Cinematic Universe.”

Guillermo Vega, chief creative officer at Saatchi & Saatchi, explains how the crossover between fiction and real life hits differently now that audiences are habituated to big-screen crossover events.

“Everyone needs a break, even these mighty characters who can now enjoy some time off because Direct Line is on it. The nation is craving big entertainment and with so many blockbusters lined up this summer, we saw an opportunity to deepen our relationship with global entertainment partners and reinforce Direct Line’s position as the UK’s insurance super brand,” he said. “It’s an exciting build on the relationship we started with Hasbro in our Bumblebee ad.”

The film is live from today, and will be rolled out over the course of the next few weeks.

Creative Brand Strategy Saatchi & Saatchi

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