When Saatchi & Saatchi won a competitive pitch for the Direct Line account by promising to bring back a cult hero as a brand spokesperson, none of us thought they’d actually do it.

Direct Line were a straight talking, no-nonsense insurer, and they needed a serious problem solver to introduce their new "fixer" proposition to the nation. Enter Harvey Keitel, reprising his role as Winston Wolf of Pulp Fiction fame.

Our early contribution to what has now become a hugely successful brand story, was a series of pre-rolls, targeting key "how-to" search terms and serving up rapid-fire fixes featuring Mr Wolf and his associate Billy.

But not before we wrote a treatment, and sent nine scripts to Tarantino and Keitel themselves to review and get their blessing. After all, we didn’t want to be accused of butchering an icon.

Later, we ran a one-day takeover of Youtube ad formats, where Mr Wolf solved topical problems as the day rolled on, in real-time - from the weather to Football scores.


Selected Press
Campaign
The Guardian



Mark


William Millner & Tom Cleeland (2019) — London, UK