Direct Line gives Optimus Prime some time off in new direct line campaign
OPTIMUS PRIME TAKES A ROAD TRIP
UK insurance company Direct Line has launched a new campaign with the legendary leader of the Autobots, Optimus Prime. The campaign premiered on Tuesday 26th April with a blockbuster 60” TV spot that sees Optimus Prime dramatically arrive at the scene of a car accident to help, only to find that Direct Line already has the situation covered. He’s reluctant to stand down from his duties, but once he realises Direct Line has it covered he takes some time off, enjoying a spot of beach volleyball, sightseeing, and a luxurious spa treatment. Born Licensing were brought on board to manage the entire licensing process from start to finish.
Guillermo Vega, chief creative officer at Saatchi & Saatchi London, explained: “Everyone needs a break, even these mighty characters who can now enjoy some time off because Direct Line is on it.”
Reunited with the Transformers
The campaign comes two years after Direct Line launched their new ‘We’re On It’ platform with RoboCop, Donatello from Teenage Mutant Ninja Turtles, and fellow Transformer, Bumblebee. Born Licensing Director David Born said: ‘We had a blast working on the first ‘We’re On It’ campaign and we’re delighted to continue working with the talented teams at Direct Line and Saatchi & Saatchi. Working with popular fictional characters is an incredibly powerful tool available for advertisers and it’s so exciting to see it done on such an impressive scale. I have no doubt that viewers will get a lot of enjoyment out of seeing Optimus Prime in new and exciting environments."
The campaign premiered on Tuesday 26th April 2022 with a blockbuster 60” TV spot. It is supported by OOH, Social, Digital content and PR.
Behind The Scenes
Working with a 26ft Autobot is no mean feat. Take a look at The Making Of film to see just how epic the production was in scale and ambition. Born Licensing's David Born was on set to help with any Optimus Prime related queries. As Hasbro's licensing agent we didn't charge Direct Line or Saatchi & Saatchi any clearance fees.
FEATURED NEWS >
