Harvey Keitel’s Pulp Fiction character is new face of Direct Line ads

Harvey Keitel’s Pulp Fiction character Winston Wolf is the star of insurance brand Direct Line’s new ad campaign.

The new ads open with the line “I’m Winston Wolf. I fix problems” and depict the character fixing customers’ insurance dilemmas.

The ads were developed by Saatchi & Saatchi in London – the advertising agency’s first Direct Line campaign since it won the account in March.

The company has also produced a series of ‘how to’ videos for social media sites featuring Wolf and his associated Billy.

Direct Line brand director Kerry Chilvers said: “Fixing things for our customers and using new processes which help speed up claims, is where we know we can really make a difference. When something goes wrong, we know that our customers want to know we’ll be ready to fix their problems with the minimum amount of hassle.”