Budget Direct’s Sarge helps victims ‘trapped’ by their insurer

Helpless victims are trapped in an alien web in their home in Budget Direct’s latest advertising push.

Despite the obvious predicament, however, the brand’s ambassador ‘Sarge’ is more intent on uncovering why the victims are sticking with their over-priced insurer.

The ad features Sarge grilling the pair – in particular the male occupant of the house – over his obsession with gaining “titanium” status with the insurer, which doesn’t actually lead to any monetary savings.

The campaign is a continuation of the ‘Insurance Solved’ positioning, which was introduced by Budget Direct this time last year, in a move away from its Captain Risky campaigns.

The brand’s CMO, Jonathan Kerr, said the way some consumers make insurance decisions is still a mystery.

“It’s a mystery why all insurance provider decisions are not based simply on the combination of product, service and price,” he said. “Much like Sarge, we encourage people to do the math and not be distracted by novelties and distraction marketing propositions.

“We feel our latest ad brings that ‘Why?’ question to life, in our typically entertaining, unusual, but relatable, way.”

The spot was created by 303 Mullen Lowe, and shot by Danny Kleinman through Rattling Stick/ Goodoil Films. It was photographed by Mat Baker through Louis & Co.

303 Mullen Lowe’s CEO Nick Cleaver said Budget Direct’s year-long campaign with Sarge is an example of the business benefits of long-term thinking and consistency of positioning.

“We’re immensely proud of the work we do with Budget Direct,” he said. “This latest example is true to the campaign, in that it’s entertaining and engaging, builds the brand and drives sales.”

The Sarge story so far: 

Budget Direct
Chief Marketing Officer – Jonathan Kerr
General Manager – Brand & Media Marketing: Warren Marsh
Marketing Manager – New Customer Acquisition: Catherine Harty

303 MullenLowe
Executive Creative Director – Gary McCreadie
Creative Director/ Art Director – Adam Whitehead
Creative Director/ Copywriter – Sean Larkin
Managing Director – Joanna Gray
Group Business Director – Ben Glasson
Head of Strategy – Jon McKie
Production Partners
Production Company – Goodoil Films / Rattling Stick
Director – Daniel Kleinman
DOP – Ginnie Loane
Executive Producers – Sam Long / Johnnie Frankel
Producer – Chana McLallen
Editor – Mark Burnett @The Editors
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
Stills Photographer –Mat Baker, LOUIS & CO
Stills Digi Op – Carl Baker, LOUIS & CO


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