The new ad, which is called "hens", was created by Saatchi & Saatchi and airs on TV from today (4 September). A longer version of the ad will run in cinemas and the campaign also includes radio and digital executions and a cover wrap in the Metro newspaper.
The ad opens on a group of women on a hen do who have crashed their car into a vehicle belonging to a couple of golfers. Keitel appears – in character as Winston Wolf, the fixer from the movie Pulp Fiction – and sorts out the situation.
The ad promotes Direct Line’s offer of a hire car from the moment that your vehicle is out of action.
Wendy Pearson, Direct Line’s head of marketing, said: "At Direct Line we’re making it our mission to provide our customers with a solution to fix their problems at the point of need, so it is as if their accident never happened.
"Using Winston Wolf as our ‘fixer’ has really helped our consumers identify with our brand and brought our key messages to life."
The work was created by Mike Whiteside, Ben Robinson, Ben Mills and Matt Butterfield, and shot by Chris Palmer through Gorgeous.
Direct Line has been running ads with Harvey Keitel as Winston Wolf since 2012.