Direct Line flags up its 'extra mile' in first work by VCCP

Direct Line is launching a major new brand platform and multi-channel advertising campaign aimed at highlighting how the insurance giant offers the best combination of speed and service for its customers.

“That’s How It’s Done” is the first work by VCCP since winning the account at the end of 2024, and is designed to re-establish Direct Line as a category leader by showcasing what great insurance really looks like: fast, seamless and handled properly.

Celebrating its 40^th year, the Direct Line claims its brand is synonymous with solving customers issues, while always going that extra mile. The new creative builds on this pledge, using humour to reimagine what a world would be like if everything was solved as easily as an insurance claim with Direct Line.

It features two films that will be shown across TV and video-on-demand (VOD), backed by radio, out of home and digital platforms, with spots airing over the weekend of July 25.

In the first film, ‘Potty’, a business insurance customer celebrates how quickly Direct Line settles his claim. In the ad, 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 red phone, brought to life by VCCP’s global content creation studio Girl&Bear and digital experience agency Bernadette.

The creative was developed by VCCP with media agency Carat, while production partner Drool managed the AV shoot.

It is claimed during the launch week, the activity is set to reach 32.9 million (93%) of Direct Line’s key target audience.

It will run nationwide for six months.

Direct Line marketing director Tony Miller 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.”

VCCP managing partnet Bridget Limbrey added: “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.”