The company is putting a reported £1.5 million behind an initial burst to establish Home Response 24 through Mortimer Whittaker O'Sullivan.
The service extends Direct Line's activities beyond insurance and into household repairs. For a monthly payment, subscribers will gain access to a range of emergency services including heating, electrics and wiring, hot water and plumbing, glazing and household security. Direct Line claims the service is the only national one of its kind.
The actor Martin Savage, best known for his appearance in Mike Leigh's Topsy Turvy, will feature across the entire campaign, which will include TV, posters and press. He is also being used in direct marketing that will target existing Direct Line customers.
In the 60-, 40- and 30-second commercials breaking nationally on Monday, Savage talks calmly to the camera about how relaxed he is because he subscribes to Home Response 24.
The commercials were art directed by Neale Horrigan, written by Leigh Wallace and directed by Laurie Castelli for Method Films. Media is being planned and bought through MediaCom.