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.
The new campaign – featuring hard-bitten detective “Sarge” investigating a series of unworldly goings-on – is aimed at making consumers consider the real mystery of why they do not take action when it comes to the price of their insurance renewal.
However, Kerr was coy when Mumbrella asked him whether the change signals the end of Captain Risky. He said: “I’m not sure. He might be. Clearly we’re moving on with the story, and this is the next chapter in the story.”
Captain Risky – an uninsurable stunt rider – has been the face of Budget Direct for nearly four years. Prior to that, Budget Direct briefly experimented with animated alien couple Zeek and Zia.
Zeek and Zia were in turn the successors to long-running open-to-interpretation “Boojay Boojay” couple Michael and Michelle
Kerr told Mumbrella that he had not initially intended the longer version of the ad to air on television. But after seeing the version created for cinema, he felt it deserved to be seen on TV too, so found the budget. He said: “When I saw it, I said it served to go on TV. I believe in story telling. We’ve given it a red hot go.”
Kerr: Coy about Captain Risky’s future
A 60 second version of the ad – shot across Sydney in the style of a crime thriller – also started its run over the weekend.
Morgan said: “It’s been a privilege working with such a talented team and courageous brand on a new campaign of this scale. Over four years Captain Risky became a
household name and helped Budget Direct to become Australia’s fastest growing car and home insurer.
“It’s been a pleasure to create the new campaign that truly reflects Budget Direct’s ambitions to lift the bar once again.”
Morgan: A pleasure to work with a courageous brand
Kerr added: “We set out to make Budget Direct’s new marketing campaign just as innovative, engaging and unique as our ability to offer award-winning insurance for less. Now that we’ve got Sarge on the case, we hope Australians enjoy the ads and in turn consider our message even more.”
Kleinman said: “I feel that ‘Sarge and Jac’ are characters that we’ll enjoy watching and following now and in the future as the sensible question they have for Australia is posed in a such an entertaining way.”
303MullenLowe CEO Nick Cleaver said: “This is a campaign that will lead the category in terms of being highly entertaining and effective. It’s not only compelling
viewing it vividly highlights the benefit of taking out a policy with Budget Direct.”
The hours before launch saw a series of six second teasers running across social media. The wider ad campaign will run across all major media.
Credits:
Client – Budget Direct
Chief Marketing Officer – Jonathan Kerr
General Manager – Brand & Media Marketing: Warren Marsh
Marketing Manager – New Customer Acquisition: Catherine Harty
Budget Direct’s Remarkable In-House Marketing & Digital Team
Agency – 303 MullenLowe
Executive Creative Director – Richard Morgan
Creative Director – Adam Whitehead
Senior Copywriters – Mike Burdick / Sean Larkin
Agency Producer – Sean Ascroft
Client Services Director – Tony Dunseath / Joanna Gray
Senior Business Director – Meredith Raskopf
Business Director – Olivia Maguire
Head of Strategy – Jon McKie
Production Company – Goodoil Films / Rattling Stick
Director – Daniel Kleinman
Executive Producers – Sam Long / Johnnie Frankel
Producer – Andrew McLean
DOP – Ginny Loane
Editors – Mark Burnett @The Editors
Editorial Assistant – Lily Davis
Post Production – alt.vfx
VFX Supervisor – Jay Hawkins
VFX Producer – Celeste Fairlie
Music and Sound Company: Sonar Music
Music Composer – Matteo Zingales
Executive Producer – Sophie Haydon
Sound Designer – Timothy Bridge
Audio Director – Wes Chew
Foley – Longstocking Studios
Stills Photographer – LOUIS & CO, Mat Baker
Stills Digi Op – Carl Baker
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I wish I had clients with more money than sense.
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New favourite campaign of the year. They’ve come a long way from the bloody aliens. Brave clients, we need more!
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Fantastic to see such heavy investment in brand, more please!
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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
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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.
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this is everything that’s wrong with the advertising industry…
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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.
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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.
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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.
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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!
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I am sure that all insurance companies will see a lift thanks to this monumental waste of money.
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Can’t wait to the 15″ cutdown with an offer
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Why the reference to Aberdeen winning in 83?
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Who plays the character sarge in the add please
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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
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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.
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Hamish Clark Monarch of the Glen
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Hamish Clark monarch of the glen
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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!
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It gives a long list of people behind the scenes BUT WHO IS the ACTOR who plays Sarge?????????
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What brand and name/details of the owl? Want to get one
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Who played jac
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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.
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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!
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yeah “The Budget Files” good idea.
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I am sure that all insurance companies will see a lift thanks to this monetary waste rule. It is great production, awasomeful dialogue .
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