KING VALKYRIE FROM MARVEL STUDIOS' THOR: LOVE AND THUNDER UNVEILED AS THE STAR OF DIRECT LINE'S NEW CAMPAIGN
BORN LICENSING SECURES MARVEL STUDIOS LICENSE FOR
DIRECT LINE
UK insurance company Direct Line has launched a new campaign starring King Valkyrie from Marvel Studios' latest film Thor: Love and Thunder. The cinematic 60' spot by Saatchi & Saatchi London sees Super Hero King Valkyrie, played by Tessa Thompson, take an unexpected detour to the British seaside to reluctantly take some time off whilst Direct Line continues to save the day. The campaign is a continuation of the award winning 'We're On It' platform. It will run on TV, VOD, Cinema, Social, and OOH.
Super Heroes Take Some Time Off
Born Licensing were brought on board to manage the entire character licensing process from start to finish including managing the extensive creative approvals and the negotiation of commercial terms with Marvel. This is the sixth spot that we have now worked on with Saatchi & Saatchi and Direct Line. Previously we've secured other iconic heroes for their 'We're On It' campaign including RoboCop, the Teenage Mutant Ninja Turtles, Bumblebee, and Optimus Prime from the TRANSFORMERS franchise.
The campaign premiered on Friday 1 July 2022 with a blockbuster 60” TV spot launching on Direct Line’s Twitter and YouTube channels. On broadcast the spot first aired on Saturday 2 July on Sky during the British Grand Prix Qualifier. The campaign is supported by Cinema, VOD, Social, Digital, and OOH including an amazing 2-week takeover at the BFI IMAX in London.
BORN LICENSING TRUSTED BY LEADING AGENCIES
It was great working with Saatchi & Saatchi again who continue to raise the bar when it comes to impactful creative. Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi said: “Direct Line’s campaigns keep growing, and now we’re bringing in Marvel Studios, the biggest entertainment property of all. Best of all, we get to do it in a delightful and unexpected way, showing a Super Hero finally able to get some me-time. We’ve upped the entertainment, star factor, introduced a female hero and deepened our cultural reach through the addition of King Valkyrie as she comes to UK screens this summer.”
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