Direct Line shows ‘How It’s Done’ with new brand platform

Direct Line has launched a new brand platform, focusing on offering speed and high quality service to customers.

The ‘That’s How It’s Done’ campaign, which went live on 21 July, draws humorous comparisons between people having insurance-related problems easily solved by Direct Line and their other more intractable problems.

It features two hero films, one focused on potty training a toddler and the other on getting a promotion. These will appear across TV channels ITV, Channel 4 and Sky as well as video on demand, radio, out-of-home and digital platforms.

The campaign was created by VCCP, which won the account at the end of 2024. In a release, the

Tony Miller, Marketing Director, Direct Line commented: “Direct Line has been an industry disruptor brand from day one, and for 40 years we’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. ‘That’s How It’s Done’ captures the essence of Direct Line, cutting through the complexity and showing that insurance doesn’t have to be difficult.”

Bridget Limbrey, Managing Partner at VCCP, commented: “Direct Line has a powerful legacy, and it’s been a privilege to reimagine it for a new era while staying true to what makes it so trusted and distinctive. ‘That’s How It’s Done’ captures that spirit with clarity, confidence and cut-through. We’re incredibly proud of this work and of the opportunity to help bring back such an iconic brand.”