“That’s How It’s Done” – Direct Line launches major new brand campaign
- Bold new creative showcases Direct Line’s commitment to speed, service and customer satisfaction
- Developed by creative agency VCCP, the campaign features two humorous TV adverts that highlight how effortless making an insurance claim can feel
- Creative launches across ITV, Channel 4 and Sky Media with hero slots airing over the weekend of 25 July
Direct Line today announces the launch of a major new brand platform and multi-channel advertising campaign - “That’s How It’s Done”. Going live on 21 July, the campaign highlights how Direct Line offers the best combination of speed and service for its customers.
The campaign is the first by VCCP since winning the account at the end of 2024, and aims to re-establish Direct Line as a category leader by showcasing what great insurance really looks like: fast, seamless and handled properly.
Celebrating its 40th year the Direct Line brand is synonymous with solving customers issues, while always going that extra mile. The new creative builds on this legacy, using humour to reimagine what a world would be like if everything was solved as easily as an insurance claim with Direct Line.
The new campaign features two hero films that will be shown across TV, video-on-demand (VOD), radio, out of home and digital platforms, with hero spots airing over the weekend of 25 July.
In the first film, ‘Potty’, a business insurance customer celebrates how quickly Direct Line settles his claim. In the advert he then imagines what it would be like “if that’s how everything got done …like potty training”, resulting in the audience hearing a flushing toilet followed by a shot of his confident toddler strolling out of the bathroom with a jaunty “morning”.
The second spot, ‘Promotion’ sees Sasha celebrating how quickly her TV is replaced by Direct Line after making a claim. She then imagines “if that’s how everything got done…like getting a promotion at work”, daydreaming of an assistant and a pony. In the film we see a talking pony poking its head around the door of her imaginary office announcing her next appointment. The campaign features the return of Direct Line’s iconic red phone, refreshed as a key visual asset across both static and dynamic formats, brought to life by VCCP’s global content creation studio Girl&Bear and digital experience agency Bernadette.
The creative was developed by VCCP and is delivered supported by Carat who have designed an impactful media footprint, while production partner Drool managed the AV shoot. The campaign launch week is set to reach 32.9 million (93%) of Direct Line’s key target audience.
The campaign will run nationwide for six months.
Tony Miller, Marketing Director, Direct Line commented: “Direct Line has been an industry disruptor brand from day one, and for 40 years we've built our reputation on making things easier for our customers. This new campaign uses humour to deliver a powerful message about what people really want from their insurer: speed, simplicity, and great service. ‘That’s How It’s Done’ captures the essence of Direct Line, cutting through the complexity and showing that insurance doesn’t have to be difficult.”
Bridget Limbrey, Managing Partner at VCCP, commented: “Direct Line has a powerful legacy, and it’s been a privilege to reimagine it for a new era while staying true to what makes it so trusted and distinctive. ‘That’s How It’s Done’ captures that spirit with clarity, confidence and cut-through. We’re incredibly proud of this work and of the opportunity to help bring back such an iconic brand.”
ENDS
Films can be seen here: Promotion and Potty.
Imagery can be seen here.
Notes to Editors:
For more information please contact:
Chelsey Wheeler
Deputy Head of News and Issues
Email: Chelsey.wheeler@directlinegroup.co.uk.
Abi Lofthouse-Allen
Senior Group Communications Manager
Email: abi.lofthouse@vccp.com
About Direct Line
Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home and pet insurance cover direct to customers by phone or on-line and is part of the Aviva Group.
Customers can find out more about Direct Line products or get a quote by calling 0345 246 3761 or visiting www.directline.com/car-cover
Campaign credits:
ADVERTISING AGENCY: VCCP
CREATIVE DIRECTOR: Liam Wilson
COPYWRITER AND ART DIRECTOR: Sebastian Housen, Ben McCarthy
BUSINESS DIRECTOR: Jess Lennon
ACCOUNT DIRECTOR: Natalina Robarts
ACCOUNT MANAGER: Honor Munden
PLANNING DIRECTOR: Connie Marshall
PLANNER: Paul McGhee
PRODUCTION AGENCY: Girl&Bear
AGENCY PRODUCER: Helen Brownlie
INTEGRATED PROJECT DIRECTOR: Romana Kit
AGENCY CREATIVE PRODUCER: Andrew Griffin, Andy Gorton
DESIGN & ARTWORK COMPANY: Girl&Bear
HEAD OF ART: Ali Augur
DESIGNER: Rob Churcher
ARTWORK: Nick Normann, Toby Kadir, Jana Hájková
DESIGN & ARTLAB RESOURCE: Yasmine Moridi
ARTLAB STUDIO MANAGER: James Perry
CREATIVE RESOURCE: Denise Foley-Stone, Rita Jugessur
DIRECTOR: Freddie Powell and Oli Beale
EDITOR: Ben Campbell @ Quarry
EXECUTIVE PRODUCER: Genevieve Sheppard
PRODUCER: Neil Andrews
POST-PRODUCTION COMPANY: Untold
POST PRODUCER: Tom Igglesden / Ella Glazer / Annabelle Jenneau-Younes
COLOURIST: Julien Alary
AUDIO POST-PRODUCTION COMPANY: 750mph
SOUND ENGINEER: Sam Ashwell
DIGITAL EXPERIENCE AGENCY: BERNADETTE
CREATIVE DIRECTOR & HEAD OF 3D: Jon Bancroft
BUSINESS DIRECTOR: Helena Chaplin
PROJECT DIRECTOR: Ravi Patel
SENIOR PROJECT MANAGER: Leandro Perez Winter
SENIOR DESIGNER: Filip Stanek, Ondrej Hanel, Richard Janeček
INTERACTIVE DESIGNER: Linas Jovaisas
MEDIA BUYING AGENCY: Carat
MEDIA PLANNER: Katy Kamaee
PRODUCTION COMPANY: Drool