Direct Line phone sidelined in latest ads

Direct Line will drop its iconic animated red phone and mouse in favour of actors and comedians as the main characters in its latest TV ad campaign, according to marketing news website Brand Republic.

The new campaign, by M&C Saatchi, will feature actor Chris Addison as a Direct Line representative, with customers played by comic actors Alexander Armstrong, Amelia Bulmore and Lorna Watson.

The campaign is designed to give the insurer a human face after several years of using animated characters.