Direct Line has unveiled a new brand platform and integrated marketing campaign titled “That’s How It’s Done”, reinforcing its position as a leader in the insurance sector by showcasing the speed, simplicity and quality of its service.
Launching on 21 July, the campaign marks a confident return to market leadership and aims to re-establish Direct Line as a category disruptor, showing the public what great insurance truly looks like: fast, seamless and hassle-free.
At the heart of the campaign are two humorous short films, set to run across TV, video-on-demand, radio, out-of-home and digital platforms.
In the first film, ‘Potty’, a business insurance customer is delighted by how quickly Direct Line settles his claim. He imagines a world where “that’s how everything got done… like potty training”. The ad then cuts to the sound of a toilet flushing before revealing his toddler confidently strolling out of the bathroom, greeting him with a casual “morning”.
The second spot, ‘Promotion’, follows Sasha, whose broken TV is swiftly replaced by Direct Line. She dreams of that same efficiency applying to her career, imagining herself in a sleek office with a personal assistant and a talking pony that pokes its head around the door to announce her next meeting.
Tony Miller, Marketing Director, Direct Line, said: “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.”
The campaign builds on Direct Line’s 40-year legacy of going the extra mile to solve customer problems efficiently. Using humour and everyday scenarios, the creative imagines a world where all life’s challenges are handled with the same ease as a Direct Line insurance claim.
The campaign also features the return of the brand’s iconic red phone, refreshed as a standout visual across both static and dynamic formats. The creative was developed by VCCP.
The campaign is expected to reach 32.9 million people, 93% of Direct Line’s core audience, within its first week and will run nationwide for six months.