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Direct Line: Optimus Prime's Time Off
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A new protagonist is joining the 'We're On It' squad first introduced in 2020. This time Direct Line is going bigger in a campaign that sees the insurer give Optimus Prime, the iconic robot of Hasbro's TRANSFORMERS brand, some much-needed time off from protecting the universe. In the TV spot, the venerable leader of the Autobots arrives at the scene of a car accident to help, only to find that Direct Line already has the situation covered.
Agency: Saatchi & Saatchi, London He's reluctant to stand down from his duties, but once he realises Direct Line has it covered better than he ever could, he takes some time off to enjoy beach volleyball, sightseeing, and a spa treatment. This is the fourth film in the ‘We’re On It’ brand platform, which sees legendary characters from popular culture turn up to save the day, only to find that Direct Line is already in charge and unbeatable as ever. This latest edition will be served across TV, cinema, OOH, social and digital content. Mediacom is handling media planning and buying.
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