Direct Line aim to position themselves as “the fastest and most efficient problem solvers” in their latest ad campaign, from agency Born Licensing, which features some of the world’s most well-known heroes trying to save the day and getting “beaten” by Direct Line.
One of the three spots included in the campaign, launched with the hashtag #OutHeroed, follows Bumblebee as he rushes to help a Direct Line customer whose car broke down somewhere in the middle of nature. When he gets there, though, to offer the woman a ride, she tells him that Direct Line are sorting her car and got her a taxi, which makes Bumblebee feel useless. The lady remembers she has a tape and, knowing the Bumblebee is into vintage, gives it to him to play it and then leaves with the taxi.
“We’re on it,” an onscreen line reads at the end of the advert.
The campaign, which also features a RoboCop played by Derek Mears and Donatello (the Teenage Mutant Ninja Turtle), debuted on March 6.