{"id":20140,"date":"2025-07-21T12:24:01","date_gmt":"2025-07-21T11:24:01","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20140"},"modified":"2025-07-21T12:24:01","modified_gmt":"2025-07-21T11:24:01","slug":"thats-how-its-done","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/direct-line\/thats-how-its-done","title":{"rendered":"That\u2019s How It\u2019s Done"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1lvPTU wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><strong>Direct Line<\/strong> launches a major new brand platform and multi-channel advertising campaign <em>&#8216;That\u2019s How It\u2019s Done&#8217;<\/em>, which highlights how <strong>Direct Line<\/strong> offers the best combination of speed and service for its customers.<\/p>\n<p>The campaign is the first by<strong> VCCP<\/strong> since winning the account at the end of 2024, and aims to re-establish <strong>Direct Line<\/strong> as a category leader by showcasing what great insurance really looks like: fast, seamless and handled properly.<\/p>\n<p>Celebrating its 40th year the <strong>Direct Line<\/strong> brand is synonymous with solving customers issues, while always going that extra mile. The new creative builds on this legacy, using humour to reimagine what a world would be like if everything was solved as easily as an insurance claim with <strong>Direct Line<\/strong>.\u00a0<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The new campaign features two hero films that will be shown across TV, video-on-demand (VOD), radio, out of home and digital platforms, with hero spots airing over the weekend of 25 July.<\/p>\n<p>In the first film, <em>\u2018Potty\u2019,<\/em> a business insurance customer celebrates how quickly <strong>Direct Line<\/strong> settles his claim. In the advert he then imagines what it would be like \u201cif that\u2019s how everything got done\u2026 like potty training\u201d, resulting in the audience hearing a flushing toilet followed by a shot of his confident toddler strolling out of the bathroom with a jaunty: \u201cMorning\u201d.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-12TPTm wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1102127393?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-Z1FUIir wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>The second spot, <em>\u2018Promotion\u2019<\/em>, sees Sasha celebrating how quickly her TV is replaced by <strong>Direct Line<\/strong> after making a claim. She then imagines \u201cif that\u2019s how everything got done\u2026 like getting a promotion at work\u201d, daydreaming of an assistant and a pony. In the film we see a talking pony poking its head around the door of her imaginary office announcing her next appointment. The campaign features the return of<strong> Direct Line<\/strong>\u2019s iconic red phone, refreshed as a key visual asset across both static and dynamic formats, brought to life by <strong>VCCP<\/strong>\u2019s global content creation studio <a href=\"https:\/\/www.wearegirlandbear.com\/\"><strong>Girl&amp;Bear<\/strong><\/a> and digital experience agency <a href=\"https:\/\/wearebernadette.co\/\"><strong>Bernadette<\/strong><\/a>.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The creative was developed by <strong>VCCP<\/strong> and is delivered supported by <strong>Carat<\/strong> who have designed an impactful media footprint, while production partner <strong>Drool<\/strong> managed the AV shoot. The campaign launch week is set to reach 32.9 million (93%) of <strong>Direct Line<\/strong>\u2019s key target audience.<\/p>\n<p>The campaign will run nationwide for six months. \u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-2es4cw wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1102126738?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-2phje1 wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><strong>Tony Miller<\/strong>, <strong>Marketing Director<\/strong> at <strong>Direct Line<\/strong>, said: \u201c<strong>Direct Line<\/strong> has been an industry disruptor brand from day one, and for 40 years we&#8217;ve built our reputation on making things easier for our customers. This new campaign uses humour to deliver a powerful message about what people really want from their insurer: speed, simplicity, and great service. <em>\u2018That\u2019s How It\u2019s Done\u2019<\/em> captures the essence of <strong>Direct Line<\/strong>, cutting through the complexity and showing that insurance doesn\u2019t have to be difficult.\u201d<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><strong>Bridget Limbrey<\/strong>, <strong>Managing Partner<\/strong> at <strong>VCCP<\/strong>, added: \u201c<strong>Direct Line<\/strong> has a powerful legacy, and it\u2019s been a privilege to reimagine it for a new era while staying true to what makes it so trusted and distinctive. <em>\u2018That\u2019s How It\u2019s Done\u2019<\/em> captures that spirit with clarity, confidence and cut-through. We\u2019re incredibly proud of this work and of the opportunity to help bring back such an iconic brand.\u201d<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-ZLAkI7 wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        This new campaign uses humour to deliver a powerful message about what people really want from their insurer: speed, simplicity, and great service. \n        <cite>Tony Miller, Marketing Director, Direct Line<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","class_list":["post-20140","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"20141","hero_video":"","hero_image":{"ID":20142,"id":20142,"title":"Surprised Woman Imagines a Better Way in Direct Line\u2019s \u2018Promotion\u2019 Ad","filename":"HERO-Promotion.jpg","filesize":687048,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/direct-line\/thats-how-its-done\/attachment\/hero-promotion","alt":"A woman wearing glasses, a cat patterned jumper, and a clock pendant sits in an office holding a yogurt, looking surprised.","author":"66","description":"This still from Direct Line\u2019s new advertising campaign, That\u2019s How It\u2019s Done, features the character Sasha in the \u2018Promotion\u2019 film. After swiftly receiving a replacement TV through Direct Line, Sasha daydreams about how effortless other life moments could be - like landing a promotion. Seen here mid-snack in an office setting, her surprised expression sets up the imaginative scene to come. The spot brings Direct Line\u2019s promise of fast, seamless service to life with humour and charm, part of the brand\u2019s new platform developed by VCCP.","caption":"Sasha imagines a world where getting a promotion is as easy as making an insurance claim with Direct Line - complete with a talking pony.","name":"hero-promotion","status":"inherit","uploaded_to":20140,"date":"2025-07-21 11:10:17","modified":"2025-07-21 11:14:07","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2224,"height":1548,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-300x209.jpg","medium-width":300,"medium-height":209,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-768x535.jpg","medium_large-width":640,"medium_large-height":446,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-1024x713.jpg","large-width":640,"large-height":446,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-1536x1069.jpg","1536x1536-width":1536,"1536x1536-height":1069,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-2048x1425.jpg","2048x2048-width":2048,"2048x2048-height":1425,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Direct Line Launches \u2018That\u2019s How It\u2019s Done\u2019 Campaign with VCCP","meta-description":"Direct Line and VCCP unveil a bold new brand platform, \u2018That\u2019s How It\u2019s Done\u2019, showcasing fast, seamless insurance with humour and impact. Discover the new campaign.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/HERO-Promotion.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/20140","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/66"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20140"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}