Direct Line + Robocop

‘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. RoboCop finds himself skilfully negotiating his way through city streets on a motorbike to an office space, but he too finds out that Direct Line has beaten him to save the day by replacing stolen laptops.

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 IP for Robocop belongs to rights holder, MGM. As MGM’s agent, we were thrilled that Robocop was selected as one of the three hero characters. As their agent we managed and negotiated the deal on behalf of MGM  – 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 MGM was comfortable with how Robocop 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 Robocop! If you’re interested in casting Robocop or any other MGM character in your next campaign, get in touch!

Other MGM properties include Rocky, The Handmaid’s Tale, Pink Panther, Legally Blonde, The Addams Family, The Terminator, West Side Story and many many more…!




London: +44 7438 301 920
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