The Financial Conduct Authority is tapping into the action movie genre for a new campaign that encourages consumers to make their motor finance claim directly using the FCA’s free tools, while giving them the confidence to navigate the process themselves.
“Feel Claim Confident” has been created by M&C Saatchi Group UK and is the latest phase of a wider integrated campaign, spanning BVOD, SVOD, online video, out-of-home, print, social and radio.
The campaign is designed to raise awareness among the holders of an estimated 12.1 million car finance agreements that took place before 2021, encouraging those who think they may be eligible to use the FCA’s online tools to check whether they can make a claim. In a market crowded with competing claims services, it positions the FCA as the trusted source of clear, impartial guidance.
The launch comes as consumers continue to be targeted by hundreds of claims management companies and law firms promoting “no win, no fee” offers across multiple channels, creating confusion about where to turn, who to trust and whether they need someone else to act on their behalf.
Rather than focusing on the mechanics of making a claim, “Feel Claim Confident” is designed to dramatise the confidence people feel once they have successfully completed it. The campaign aims to replace uncertainty with confidence, showing that making a claim yourself can be straightforward, empowering and rewarding.
Directed by David Wilson at Biscuit, the film reimagines the iconic action movie bonnet slide through the lens of everyday British life. After completing their claim, ordinary people confidently slide across the bonnet of their own car, transforming a routine administrative task into a moment of achievement and empowerment.
Inspired by classic action films, the work combines bold movie-poster art direction with familiar settings including supermarket car parks, driveways and family cars, turning everyday people into unlikely action heroes. A deep, grindhouse-inspired voiceover and a rock ballad soundtrack complete the cinematic world, creating an epic tone that doesn’t take itself too seriously.
FCA head of campaigns and events Miten Patel said: “Many people who may be eligible for compensation aren’t sure where to start or believe they need someone else to make a claim on their behalf. We wanted to give people the confidence to do it themselves using the FCA’s free tools. By taking a more entertaining approach, the campaign cuts through a crowded landscape while reinforcing a simple message: you can make your claim directly, safely and confidently.”
M&C Saatchi UK executive creative director Regan Warner added: “Financial services advertising often defaults to explaining processes. We wanted to do the opposite. Rather than telling people how to make a claim, we wanted to show them how they’ll feel once they’ve done it.
“The bonnet slide gives us a simple, memorable way to dramatise that confidence, borrowing from the language of classic action films to turn an everyday administrative task into something entertaining, empowering and instantly recognisable. It gives the FCA an ownable creative device that stands out in a crowded category while helping people feel confident enough to make their claim themselves.”
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