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."