‘Sarge’ dives into detective mode in latest Budget Direct ads

Detective “Sarge” is searching for answers to unworldly mysteries and questioning why consumers are paying high prices for insurance in the latest set of ads for Budget Direct.

In a 30-second-ad, detective Sarge turns his attention to a burnt insurance document inside a car. Surrounded by a flying dragon and molten roads, he uncovers that the driver has overpaid for car insurance.

A second ad sees detective Sarge and his partner Jac surrounded by ‘slimy hot things’, scratches on walls, bite marks and plants inside a room. Upon finding a home insurance policy, he tries to understand why the home-owner has overpaid.

The two ads are part of a new marketing direction for Budget Direct, which began last month with a two-and-a-half minute ad airing on prime time television, followed by a 60-second version.

Budget Direct’s newest ads focus heavily on why consumers pay more for insurance than they need to, as opposed to the character and plot-focused launch.

British director Daniel Kleiman is behind the campaign, which is also the final piece work from outgoing 303MullenLowe executive creative director, Richard Morgan.

CMO Kerr was coy about Captain Risky’s future upon the launch of the new campaign

Budget Direct’s campaign also has an outdoor component, which is running on APN Outdoor, Ooh Media and Goa screens.

A sample of the outdoor work

Kerr said of the latest ads: “The launch of two thirty second ads on TV and Online, along with the large format outdoor campaign, allows Sarge and Jac to further investigate the mystery of Australians paying more for insurance than they need to, when they can get award winning insurance for less from Budget Direct.”


  • 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
  • Outdoor imagery – Matt Baker
  • Media buying/strategy: In-house Budget Direct

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