Direct Line 'splash' by M&C Saatchi

In a move away from market price comparisons, Direct Line has launched a series of ads which focus on destruction to highlight the importance of insurance.

This spot shows water pouring down in slow motion into a living room, soaking the table, sofa and floors below and knocking over furniture and ornaments.

A voiceover says: "Destruction, devastation, distress -- protect against them with Direct Line home insurance."

A previous spot for Direct Line car insurance showed a pile of bricks falling in slow motion onto a car below, smashing the windows and lights.