This insurance firm's Halloween ad makes a horror story out of a young buyer's mishap

Direct Line tapped 'Prevenge' director Alice Lowe to helm the spot

Published On
Oct 14, 2019

Editor's Pick

U.K. insurance firm Direct Line is targeting first-time insurance buyers with a Halloween-themed cinema campaign that unfolds like a horror story.

Agency Saatchi & Saatchi tapped director Alice Lowe, known for serial killer/pregnancy horror film "Prevenge," to direct the spot, in which a young woman recounts to her mom a mishap she had while driving her car to get some groceries. On the surface, it's a perfectly ordinary story about a damaged car, but Lowe ramps up the horror element with the lighting, music and a seriously creepy neighbor.

The campaign, which will be screened in cinemas around Halloween horror movies, is designed to appeal to 17-34 year olds, as they face mistakes on their own for the first time. As well as the main film, a series of six-second social medial spots will focus on other millennial "horrors" such as cracked laptops, lost phones and kitchen disasters.  

"The true horrors of growing up and being responsible are at their most visceral when something goes wrong," said Franki Goodwin, creative director, Saatchi & Saatchi London, in a statement. "We’ve tapped into a genre most popular with our audience to create a campaign that is as resonant as it is entertaining."


Oct 14, 2019
Client :
Direct Line
Agency :
Saatchi & Saatchi-London
Brand Activation Marketing Manager :
Rachael Lynch
Chief Creative Officer :
Guillermo Vega
Creative Director :
Franki Goodwin
Creative Team :
Caroline Petrie
Creative Team :
Brochan Watts
Account Director :
Victoria Turner
Account Manager :
Charlotte Hagel
Planning Director :
Rui Ferreira
Agency Producer :
Marie Hughes
Agency Production Assistant :
Isaac Addo
Media Agency :
Media Planner :
Marine Turner
Production Company :
Western Edge Pictures
Produced by :
Tom Wood
Produced by :
Vaughan Sivell
Executive Producer :
Will Kane
Executive Producer :
Vaughan Sivell
Written and Directed by :
Alice Lowe
Director of Photography :
Ryan Eddleston
Editor :
Paco Sweetman
Music by :
Post Production :
Post Production Producer :
Lily Ross
Assistant Editor :
John Crook
Sound :
Henry Frith
Colorist :
Matt Horton
Flame Artist & Online Editor :
Jon Steiner
Flame Artist :
Richard Harris
Flame Artist :
Aubery Ghansah
Motion Graphics Artist :
George Mason
Matty Lee-Redman
Edit Assist :
Laurence Green
Edit Assist :
Rikesh Patel

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