By Amy Houston, Senior Reporter

July 4, 2022 | 3 min read

As fans of Marvel’s Thor franchise gear up for the latest installment coming out on July 7, UK-based insurer Direct Line has tapped Avenger King Valkyrie to star in its latest campaign.

Created by Saatchi & Saatchi, ‘We’re On It’ features Tessa Thompson in her role as King Valkyrie, who is in London attending a press conference. After hearing some commotion in the distance, she leaps off her winged horse Aragorn and finds herself at a quaint cheese shop where a skateboard has smashed through the front window.

Ready to challenge the skateboarders responsible, Valkyrie is stopped by the shop owner, who tells her not to worry as she’s covered by Direct Line business insurance. She kindly suggests that the superhero take some time off.

Taking the suggestion to heart, viewers see King Valkyrie take an unexpected detour to the British seaside, where she lounges on the beach, devours fish and chips and rides on a merry-go-round.

As the ad concludes, King Valkyrie concedes that she can leave the people of the UK safe in the hands of the ‘Insurance Lords’ at Direct Line.

“Whatever happens, we want our customers to know that our cover gives them the back-up they need to feel secure. What better way to reinforce we are there for our customers than by showcasing that when ‘We’re On It,’ even the universe’s greatest superheroes need a break,” said Wendy Moores, head of marketing at Direct Line.

“In a world that faces huge challenges, we wanted our new advert to provide a moment of escapism and to entertain with an epically fun campaign that plays into the incredible Marvel Cinematic Universe.”

In addition to cinema, the campaign will run across TV, video-on-demand (VOD), out-of-home (OOH) and social. All media planning and buying has been handled by Mediacom.

Franki Goodwin, chief creative officer at Saatchi & Saatchi, added: “Direct Line’s campaigns keep growing, and now we’re bringing in Marvel Studios, the biggest entertainment property of all. Best of all, we get to do it in a delightful and unexpected way, showing a superhero finally able to get some me-time. We’ve upped the entertainment and star factor, introduced a female hero and deepened our cultural reach through the addition of King Valkyrie as she comes to UK screens this summer.”

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