Hastings Direct pledges to “save” customers in new brand campaign

Insurer Hastings Direct has launched a new brand platform, focusing on the idea of “saving” customers.

Titled ‘Here to Save You’, it features a team of knight-shaped bots who are there to offer three customer promises, based around saving money, saving time and saving sanity. It aims to shift perceptions of insurance from passive to proactive.

The campaign kicks off with 20 and 30-second spots on TV and video on demand, alongside radio and digital executions. The firm will also look to deploy the theme across every customer touchpoint, including not just ads, but also the likes of digital banners and emails.

This is the insurer’s first campaign working with Anomaly, which it appointed as its creative agency in 2025. The Specialist Works handled media planning and buying.

Amir Goshtai, Chief Commercial, Digital and Marketing Officer, Hastings Direct, said: “We are proud to be serving nearly five million customers at Hastings Direct with the goal of providing excellent service and contributing to creating safer roads.

“As we continue on that journey, we are delighted to partner with Anomaly, who have shown a strong understanding of our purpose to create a platform that can support our ambitions now and for the future.”

Toby Allen, Chief Creative Officer, Anomaly, said: “We built this campaign around the key challenge—what will it take to win in AEO and on price comparison websites. Key to that is a singular yet elastic approach.

“The platform ‘Here to Save You’ works as a mass-awareness statement, a value message, a retention play and as brand behaviour.

“The Hastings aren’t a one-off campaign; they’re a creative system designed to show up on everything from the tiny icon on a website to a huge special-build OOH execution.

“They’re smart, lovingly crafted and couldn’t be truer to the brand.”

Hastings offers vehicle and home insurance, serving over four million customers.