Will Harvey Keitel’s fixer from Pulp Fiction solve all Direct Line’s problems?

It seemed rather tough on M&C Saatchi when Direct Line insurance upped sticks and left for Saatchi & Saatchi (adding insult to injury) but, after umpteen years, its whizzing red lines had become a touch irritating although they had served to carve out a niche for Direct Line in a confused and uninspiring British insurance market.

Direct Line steers clear of price comparison sites, which puts a heavy onus on its marketing.

According to Campaign, Saatchi pitched with this notion of using Harvey Keitel in his Pulp Fiction fixer role (“I’m Winston Wolfe, I solve problems”) which is pretty much what everyone wants (and rarely gets) from their insurance company.

So why does it seem a tad flat? Maybe Keitel/Wolfe will grow into the role, assuming he’s there for the long term?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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