Channel 4

Direct Line Premier Break Takeover

Direct Line's brand refresh campaign, “We’re on it”, sees iconic heroes, Donatello, RoboCop and Bumblebee spring into action to help those in distress from an office break in, burst pipe, and car accident only to find out that they have already been out heroed by Direct Line - who have already solved the problem!

The Big Idea


This project is a media-first TV and VOD ad break takeover as it transmitted simultaneously across ITV, Channel 4 and Sky. The break started with a bespoke intro per channel which then followed a 60 second and two 30 second copies all of which transmitted in the same TV break.

Making it Happen

The work marks the first time ever Direct Line has brought all its product lines, personal and business consumers, into one single campaign. Negotiations from MediaCom ensured the campaign launched with a bang as it transmitted at a prime time slot of 21:15pm on Friday 6th of March during Gogglebox. 

The Results

To be announced