Direct Line target van man with new TV campaign

Insurance company Direct Line has hired BBC Groundforce presenter Tommy Walsh to front its first van cover campaign.

The insurer hopes “straight-talking” Walsh will appeal to its small business target audience.

The Geronimo created TV spots – a 30 second and 10 second versions – will launch on Monday (16 Feb) alongside radio, press, direct mail and online. Mediacom is handling its media buying.

The new launch follows the brand’s recent focus on several specialist insurance strands, including motor, home, pet, travel and life insurance products.

The RBS Group-owned brand re-launched its classic red phone icon in a M&C Saatchi campaign at the start of the year, The campaign, which also saw the return of the computer mouse on wheels, were narrated by TV personalities Stephen Fry and Paul Merton, and continued the insurance brand’s crusade against price comparison sites.

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