Direct Line has launched a campaign starring RoboCop, Donatello from Teenage Mutant Ninja Turtles and Bumblebee from Transformers.
The trio of ads follow Hollywood heroes as they skate, accelerate and (in the case of Bumblebee) jump over a moving train in an attempt to help people in need. Things take an anticlimactic turn, however, when each character finds they’ve been bettered by a Direct Line employee.
The superheroes replace Winston "The Wolf" Wolfe, who is finally retiring as the face of Direct Line.
The work was created by Will Brookwell and Will Helm, and directed by Bryan Buckley through Hungry Man. Media is handled by MediaCom.
This marks the first time Direct Line has brought all of its personal and business product lines together for a campaign. It is set to make its TV debut at 9:15pm tonight (Friday) across ITV, Channel 4 and Sky simultaneously, with a predicted reach of 7.5 million people for the launch.