The work, created by Mortimer Whittaker O'Sullivan, is part of a new softer theme for Direct Line. It emphasises Direct Line's claimed understanding of its customers' lives instead of focusing on price, although the familiar Direct Line jingle and the red telephone still feature.
The TV spots, which will run for six months from the end of May, featuren a small boy calling to his mother, who is out of shot. While mum does the ironing, the child reminds her how Direct Line replaced an old carpet and cooker under its "new for old" cover.
For the sponsorship work, MWO has created DIY Dave, whose DIY disasters illustrate how Direct Line is aware of homeowners' problems.
The sponsorship will air from next week, when Better Homes goes on
air. It will run for six weeks.
The two campaigns were written by Leigh Wallace and art directed by Neale Horrigan. Sam Miller of Mustard Films shot the TV advertising, while Nick Jones at Rogue Films directed the idents. Media planning and buying is being handled by MediaCom.