Optimus Prime is the Next Unlikely Protagonist of Direct Line’s “We’re On It” series

The campaign by Saatchi & Saatchi, shows the iconic robot getting some much-needed time off

By Creative Salon

A new protagonist is joining the ‘We’re On It’ squad first introduced in 2020. This time Direct Line is going bigger in a campaign that sees the insurer give Optimus Prime, the iconic robot of Hasbro’s Transformers brand, some much-needed time off from protecting the universe.

In the TV spot, the venerable leader of the Autobots arrives at the scene of a car accident to help, only to find that Direct Line already has the situation covered. He’s reluctant to stand down from his duties, but once he realises Direct Line has it covered better than he ever could, he takes some time off to enjoy beach volleyball, sightseeing, and a spa treatment. 

This is the fourth film in the ‘We’re On It’ brand platform, which sees legendary characters from popular culture turn up to save the day, only to find that Direct Line is already in charge and unbeatable as ever. This latest edition will be served across TV, cinema, OOH, social and digital content. Mediacom is handling media planning and buying.

Wendy Moores, Head of Marketing, Direct Line, said: “We can’t wait to showcase the latest ad, as it truly demonstrates how epic our ambition is for the brand and for helping our customers. Using instantly recognisable characters that resonate with millions, provides a fantastic platform to land our key messaging, letting the nation know they can relax because ‘We’re On It’. We can’t wait to give audiences the latest instalment of the Direct Line Cinematic Universe.”

Guillermo Vega, Chief Creative Officer, Saatchi & Saatchi, said: “Everyone needs a break, even these mighty characters who can now enjoy some time off because Direct Line is on it. The nation is craving big entertainment and with so many blockbusters lined up this summer, we saw an opportunity to deepen our relationship with global entertainment partners and reinforce Direct Line’s position as the UK’s insurance super brand. It’s an exciting build on the relationship we started with Hasbro in our Bumblebee ad.”

The campaign builds on the ‘We’re On It’ platform, which introduced an unlikely team that included Teenage Mutant Ninja Turtle Donatello and fellow Autobot Bumblebee. The platform went on to win the Marketing Week Masters Grand Prix in 2021. 

Richard Huntington, Chief Strategy Officer, Saatchi & Saatchi adds: “Optimus builds directly on the huge success of the ‘We’re On It’ campaign and our ongoing strategy of communicating that no one solves problem like Direct Line, in this case by allowing the characters we used to rely on a little rest and recreation.”

CREDS

CAMPAIGN TITLE: We’re On It

CLIENT: Direct Line

ADVERTISING AGENCY: Saatchi & Saatchi

CSO: Richard Huntington

CCO: Guillermo Vega

EXECUTIVE CREATIVE DIRECTOR: Franki Goodwin

SENIOR CREATIVE: Mia Silverman

DESIGNER: Natalie Alves

PLANNER: Rui Ferreira / James Mitchell

BUSINESS LEAD: Alice Flanagan

ACCOUNT DIRECTOR: Isaac Hickinbottom

ACCOUNT MANAGER: Rebecca Snaith 

EXECUTIVE PRODUCER: Sam Robinson 

PRODUCTION COMPANY: Riff Raff Films 

DIRECTOR: Finn Keenan 

PRODUCER: Jane Tredget 

EXECUTIVE PRODUCER: Matthew Clyde 

DOP: Jess Hall

1st AD: Julian Richards

EDITOR: Sam Bould @ Final Cut 

POST-PRODUCTION COMPANY: The Mill 

POST PRODUCTION VFX LEADS: Fabian Frank & Alex Lovejoy 

PRODUCTION COMPANY PRODUCER: Ryan Hancocks 

AUDIO POST-PRODUCTION COMPANY: Adam Smyth @ String & Tins 

LICENSING: Born Licensing

MEDIA AGENCY: Mediacom

MEDIA PLANNER: Robbie Coakley & Emily Rodie

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