Budget Direct takes new marketing direction with epic thriller introducing detective Sarge
Budget Direct has revealed a radical new marketing direction, kicked off with an epic two-and-a-half minute ad airing on primetime Sunday night television.
Award winning British director Daniel Kleinman shot the ad which also marks the final work for ad agency 303MullenLowe by outgoing executive creative director Richard Morgan.
Along with Budget Direct’s chief marketing officer Jonathan Kerr, Morgan was the architect of Budget Direct’s successful series of Captain Risky ads.
I wish I had clients with more money than sense.
New favourite campaign of the year. They’ve come a long way from the bloody aliens. Brave clients, we need more!
Fantastic to see such heavy investment in brand, more please!
What can I say? I’ve been involved in retail marketing for over 40 years and closely involved with the automotive vertical over the last 10 years.
I’m really wondering who gets to make the decision to spend millions of $$ on a television commercial that most people won’t get let alone understand.
If the client has made the decision, then the board needs to have a close hard look at that – sell the product not the fantasy of the CMO or the agency
I’m not sure the narrative makes sense. I’m not sure that it reinforces the brand’s icons or will stay in people’s memories for when they are in market to renew their policy, but it is more enjoyable to watch than the current Suncorp work.
this is everything that’s wrong with the advertising industry…
Terrific ad by way of production value. What’s the message I’m meant to take out though? That ‘Budget’ Direct are happy to spend my hard-earned on expensive, frivolous ads that don’t even make sense? I can honestly say that I would not have understood the premise (and I’m a marketer) without reading this article.
I, for one, disagree with Nick Cleaver’s comment that the ad, “vividly highlights the benefit of taking out a policy with Budget Direct.”
Perhaps I’m dumb, but I think I’ll choose a different insurer who isn’t so wasteful with my premiums, thanks.
At the very least, this does not influence my consideration for Budget Direct for the better.
Great production, awful dialogue. There wasn’t a laugh in the whole 2 1/2 minutes. And that’s the problem with it. Let’s see where it goes — maybe the new CD knows how to write funny.
Love it! Super entertaining, totally different and beautifully brought to life. Budget Direct are at the top of their game and showing that big, iconic work still has a role to play in this country. Can other brands please take note.
I’ve watched this TVC a couple of times now. Pretty certain that despite the overly complex and incredibly creative storyline, the key message is that smart people are dumb for not taking out Budget Direct insurance. Wow, great work, incredible insight and hey colour me dumb!
I am sure that all insurance companies will see a lift thanks to this monumental waste of money.
Can’t wait to the 15″ cutdown with an offer
Why the reference to Aberdeen winning in 83?
Who plays the character sarge in the add please
Hamish Clark Monarch of the Glen
Hamish Clark monarch of the glen
Why aren’t the actor listed in the credits.I too want to know who plays Sarge as its driving me crazy cause I know his face from some tv show
An annoying ad. I dread it coming on at the cinema because I have to sit through it. When it’s on TV I can change the channel.
Too long and the message is weak.
Brilliant Ad! While the rest of the tedious **** is muted I turn the sound back on to listen to these – there is something about Hamish Clark’s acting, or maybe just his accent, that gives a different nuance every time it’s on screen. The ‘debrief’ kills me… “Was it the green slime?…” “No.” lol.
I do recognise it is an advertisement and get the message that in a world of weird happenings ‘Sarge’ is finding not choosing Budget Direct the weirdest… and I’m happy to forgive that.
As to the argument about negative impact because of percieved overspending/wastage of premiums – if Budget’s premiums are cheaper than others, as the ads imply, then why would I give a damn how much they spent?
Please spin off this into a TV series – I think you’ve got the makings of the next X-files!
yeah “The Budget Files” good idea.
It gives a long list of people behind the scenes BUT WHO IS the ACTOR who plays Sarge?????????
What brand and name/details of the owl? Want to get one
Who played jac
Who plays Jac, please? I’ve done a bunch of Googling and can’t find out. She’s beautiful, and her acting is on point.
Thanks.
Great add, brand awareness works. And the humour is there, just subtle. Dunno why all whingers, way better than stupid annoying songs or someone yelling at you!
I am sure that all insurance companies will see a lift thanks to this monetary waste rule. It is great production, awasomeful dialogue .