Budget Direct’s ‘Sarge’ demands answers from Australians who pay too much for their insurance

Budget Direct’s Sarge is intent on getting some answers as to why Australians are paying more for insurance than they need to, by interrogating a consumer who bought an expensive insurance policy.

The latest ad from Budget Direct sees detective Sarge in a dimly-lit interrogation room with a man who has taken out an expensive insurance policy for his car.

Sarge throws a copy of Money magazine – which features Budget Direct’s award win on the front cover – on the table, telling the suspect he knew that he could get a better deal. The man asks if he will be arrested.

“It’s not actually against the law to throw your money away,” Sarge says.

The ad is the latest part of Budget Direct’s new marketing direction, first announced in September by CMO Jonathan Kerr. It features a detective investigating a series of mysteries, and seeks to make consumers consider why they do not take action when it comes to the price of insurance renewal.

Kerr said the new ad was a vehicle to promote the Award Win with Money Magazine

“This next advert in the Sarge/Insurance Solved launch sequence has Sarge pressing for some answers to the vexing question ‘Why are Australians paying more for insurance than they need to, when they can get award-winning insurance for less from Budget Direct?’ It’s also the vehicle to double down on our Award Winning claims with the announcement that Budget Direct has won Money Magazine’s 2019 Best Of The Best Award for both Car and Home Insurance,” Kerr told Mumbrella.

“This latest TVC is backed by a significant large format outdoor campaign, as well as Youtube, online display and catch-up TV.”

An example of Budget Direct’s latest outdoor execution

In September, a two-and-a-half minute ad ran on primetime Sunday night television across commercial channels, before evolving into a run of 30-second ads which saw Sarge look for clues at various mystery scenes, including a burnt insurance document inside a car.

The campaign was created by 303MullenLowe.


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


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