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Direct Line and Saatchi & Saatchi London have launched a major new campaign starring some of the world’s most iconic heroes including RoboCop, Donatello the Teenage Mutant Ninja Turtle and Bumblebee the Transformer.

The new campaign, called “We’re On it”, is a move on from brand’s hugely successful “Fixer” campaign, also by Saatchi & Saatchi, featuring Harvey Keitel as Winston Wolfe, which, since 2014, has driven spectacular commercial returns for Direct Line.

In “We’re on it”, we see the iconic heroes spring into action to help people in need only to find they’ve already been #outheroed by Direct Line - because no one solves problems like Direct Line, not even these famous heroes.

Bumblebee, Donatello and RoboCop are the first characters to feature in Direct Line’s new brand campaign, with each of them beaten by Direct Line in an emergency situation, including an office break-in and a car accident.

The new campaign launched on Friday 6 March with MediaCom negotiating world-first ad break takeover across both TV and VOD simultaneously on ITV, Channel 4 and Sky. Starting with a bespoke intro per channel, followed by one 60 second and two 30 second ads running in the same TV break, the launch moment alone was set to reach 7.5 million people.