Direct Line "We're on it" by Saatchi & Saatchi London

Superheroes don't quite manage to save the day in Direct Line's out-of-home ads.

"Beating superheroes at their own game," the ads declare. Pop culture icons RoboCop, Donatello the Teenage Mutant Ninja Turtle and Bumblebee the Transformer look deflated alongside backdrops of skylines and dimly-lit streets. 

This is the latest instalment of Direct Line’s "We’re on it" campaign, which launched at the beginning of this month (6 March) after the brand retired long-standing frontman Winston Wolfe. The work was created by Will Helm and Will Brookwell.