Is this really what you’re going for Direct Line

I just watched the new Direct Line advert featuring Harvey Keitel as ‘The Wolf’.

The idea is simple, it’s a reference to a character in Pulp Fiction played by Keitel who solves problems. In the movie, the problem he solves is cleaning up is a dead guy whose head was accidentally shot in the back of a car. Direct Line want to say that they too can clean up any accident.

But apart from simply stealing an idea that was relevant a decade ago, I’m not sure the advert really works. The Wolf is a criminal who cleans up mess for criminals so they don’t get caught. Is this really what Direct Line wants us to think about them? All I hear is ‘You need to go in the back seat and scoop up all those little pieces of brain and skull’.


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