Sarge analyses Budget Direct’s reviews in Tardis-style ice-cream truck

Budget Direct has released the latest installment in its ‘Insurance Solved’ campaign, titled ‘Five-Star Treatment’, via 303 MullenLowe.

The campaign continues the saga of Sarge, Jacs and dog Chief as they investigate why Budget Direct has so many five star reviews.

In the 32-second spot, Sarge and Jacs are in an undercover room with tracking equipment analysing the source of Budget Direct’s five star reviews. It is then revealed that the room is hidden Tardis-style (bigger on the inside) inside of an ice-cream truck.

Budget Direct’s chief growth officer Jonathan Kerr said: “Budget Direct’s leadership in Independent five-Star Customer Reviews for Car & Home Insurance, shows we are really delivering on our mission to have Insurance Solved for our customers.”

303 MullenLowe’s head of planning, Remi Couzelas, commented: “Consistency is key in a very competitive category like insurance and ‘Budget Direct, Insurance solved’ is a simple yet relevant and powerful brand promise, that Budget Direct’s customers clearly reflect, in the Independent Five-Star Customer Reviews they post.”

The campaign will air from 3 October, and will be on TV, online, out-of-home, social and more.

Sarge was first introduced back in September 2018. Since then, the detective has dealt with alien invasionspeople trapped in cocoonsabductiona bad dog called Butterscotch, a car accident involving a video game character and cracking into a vault.


Budget Direct
Chief Growth Officer – Jonathan Kerr
General Manager, Brand & Media Marketing – Warren Marsh
Marketing Manager, Marketing, Media & Acquisition – Katie Lansdale

303 MullenLowe
Executive Creative Director – Bart Pawlak
Creative Director / Head of Art – Adam Whitehead
Creative Director / Head of Copy – Sean Larkin
Art Director – Zac Goldberg
Copywriter – Craig Merrett
Managing Director – Joanna Gray
Group Business Director – Ben Glasson
Head of Planning – Remi Couzelas
Senior Broadcast Producer – Elliot Liebermann

Production Partners
Production Company – Good Oil Films / Rattling Stick
Director – Daniel Kleinman
Director – Dave Wood
DOP – Danny Ruhlmann
Executive Producers – Sam Long / Johnnie Frankel
Producer – Chana McLallen
Editor – Mark Burnett @The Editors
Post Production – Framestore London
VFX Supervisor – Jules Janaud
VFX Producer – Sophie Harrison
Music and Sound Company – Sonar Music
Original Composition – Matteo Zingales
Executive Producer – Sophie Haydon
Sound Designer – Timothy Bridge
Stills Photographer – Steve Baccon, LOUIS & CO


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