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?