Insurer to use comedians in new TV spots

Direct Line will drop its iconic animated red phone and mouse in favour of actors and comedians as the main characters in its latest TV ad campaign, according to marketing news website Brand Republic.

The new campaign, by M&C Saatchi, will feature actor Chris Addison as a Direct Line representative, with customers played by comic actors Alexander Armstrong, Amelia Bulmore and Lorna Watson.

The campaign is designed to give the insurer a human face after several years of using animated characters.

The 2025 Insurance Times Awards took place on the evening of Wednesday 3rd December in the iconic Great Room of London’s Grosvenor House.

Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
Many congratulations to all the worthy winners and as always, huge thanks to our sponsors for their support and our judges for their expertise.

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