Direct Line + Donatello

‘We’re On It’

UK insurance provider Direct Line have launched a new larger than life campaign featuring three mega stars from the entertainment world: RoboCop, Donatello from Teenage Mutant Ninja Turtles and Bumblebee from the Transformers franchise.

The new ‘We’re On It’ campaign follows on from Direct Line’s hugely successful five year campaign fronted by ‘fixer’ Winston Wolfe from Pulp Fiction. ‘We’re On It’ centres on the premise that Direct Line can ‘out-hero’ anyone – including Robocop, Bumblebee and Donatello.

Each character is the star of their own 60″ advert. The Donatello spot shows the tech-savvy turtle in striking CGI form, skateboarding his way to a plumbing emergency only to discover that Direct Line has beat him to it.

This multi channel national campaign consists of 3 x 60” adverts with cut downs and is supported by out of home placement on billboards, buses and bus stops. Other campaign material featuring the characters includes print, social media, online, radio, home page takeovers and other activity to be announced!

When Direct Line’s agency, Saatchi & Saatchi came to us with this concept we jumped at the chance to be involved. We supplied them with a list of over 100 characters that we thought could work on both a creative level and from a licensing perspective. Through our guidance, expertise and relationships with the entertainment world, we eventually managed to whittle down the list, landing on three amazing characters with cross-generational appeal.

The Teenage Mutant Ninja Turtles IP belongs to rights holder, Nickelodeon. As Nickelodeon’s agent, we were thrilled that Donny was selected as one of the three hero characters. As their agent we managed and negotiated the deal on behalf of Nickelodeon – at no extra cost to Saatchi & Saatchi. As a huge franchise property with feature films and consumer product ranges in play, Born Licensing had the mammoth task of managing brand assurance and approvals. We ensured Nickelodeon was comfortable with how Donny was being portrayed whilst enabling Saatchi & Saatchi to fulfil their creative ambitions for the campaign.

Born Licensing Director David Born said: ‘We’ve been working on this for quite some time and we’re excited to share this brilliant example of how powerful characters can be used in advertising. Each of these characters are instantly recognisable and adored by generations of fans. Teamed with the talented creative team, an incredible Director and best in class postproduction, the result has an amazing cinematic feel which will no doubt have viewers wanting to watch them again and again.’

We loved working with Donatello! If you’re interested in casting Donny or any of the other Teenage Mutant Turtles in your next campaign, get in touch!

Other Nickelodeon Viacom properties include SpongeBob SquarePants, Baby Shark, Paw Patrol, Dora the Explorer, Rugrats, Garfield, South Park, Beavis & Butthead and many many more…!

© 2020 Viacom Overseas Holdings C.V. All Rights Reserved. Teenage Mutant Ninja Turtles and all related titles, logos and characters are trademarks of Viacom Overseas Holdings C.V.


London: +44 7438 301 920
  • This field is for validation purposes and should be left unchanged.