Budget Direct ditches aliens and jingle in first ad campaign from 303Lowe

Insurance provider Budget Direct has killed off its aliens and jingle in favour of ‘Captain Risky’ in its first ad campaign since appointing 303Lowe as its creative agency last year.

The new campaign replaces aliens Zeek and Zia with ‘Captain Risky’, a stuntman, complaining Budget Direct will not insure him and performing a series of dangerous stunts before trying to jump a car with a rocket attached to it from a huge ramp, ending with the tagline “We don’t insure Captain Risky to keep prices low”.

Director of marketing and digital Jonathan Kerr said: “This is the work that won the pitch. Budget Direct is well known for its market leading prices but we felt the need to help people understand how we can offer award winning insurance at such great prices. This campaign is designed to do just that, while building on Budget Direct’s brand personality.”

Richard Morgan, ECD of 303Lowe, said: “Captain Risky is a larger than life, adrenalin-loving, front man for Budget Direct. Risk is his passion and his reason for being. He embodies all the high-risk activities that Budget Direct will not insure. He badly wants affordable insurance from Budget Direct – but, let’s be honest, he’s never going to get it, he’s just too risky.”

The aliens, introduced in September 2012 to replace the long running campaign featuring the French accented Michelle and her companion Michael who had the famous “Boojay Boojay” jingle, which was also carried over into the alien execution.

However Zeek and Zia were divisive characters both in the industry and amongst consumers, with Kerr admitting he “did not know” if the aliens would survive after appointing 303Lowe. 

Kerr said:  “We’ve just finished our financial year and it’s the most successful year in the company’s history. We’ve really smashed all of our targets and part of that journey this year was the brand refresh and the aliens campaign that’s obviously been part of the success.”

Cinema version:

Extended version:

Zeek and Zia’s introduction:


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