Wunderman Thompson’s new brand platform for Hastings Direct says ‘Simplicity is the best policy’

Hastings Direct and Wunderman Thompson are launching a new brand positioning “Simplicity is the best policy,” to position the UK insurer as a distinctive and digital first brand.

Wunderman Thompson’s new integrated brand campaign dramatizes the ease and simplicity that Hastings Direct brings to people’s colourful and chaotic lives by providing them with the best-in-class digital experience and great prices. The campaign uses straightforward language and impactful visuals to create the tension between simplicity and complexity in a fun and memorable way.

The flagship TV spot has a memorable visual approach with a combination of, film, illustration and animation. Featuring a man driving alongside his cartoon double, he experiences some of the challenges that life can throw at you, but always with his Hastings Direct app to offer simple, app-based solutions in case of emergency.

Wunderman Thompson’s message is that “Life may be complicated, but Hastings Direct insurance is simple.” Animated characters humanise the brand message, bringing a host of different scenarios to life, as a voiceover contrasts some difficult truths – relationships are messy, fashion is crazy, finding your way is hard, and family life is tricky – with the simplicity of the solutions offered by Hastings Direct.

Finn Walsh, Hastings Digital and Marketing Director said, ‘Our new brand positioning is a big leap for us, both creatively and as a business. We’re extremely proud of what we’ve achieved with Wunderman Thompson, particularly as it was delivered almost entirely over MS Teams! It ushers in an incredibly exciting time for us. Over the next 18 months, our Digital Transformation roadmap adds to an already strong Digital experience that’s simple and straightforward for our customers, including the app – which is the highest rated insurance app in the UK.’

Hastings Direct

Steve Aldridge, Chief Creative Officer at Wunderman Thompson said, “’In a hyperbolic category overloaded with mascots, we wanted to remind people of how insurance with Hastings Direct can be simple and straightforward. We use a mix of photography and animation to metaphorically dramatise what happens in the category and in people’s lives whilst building an unforgettable brand for Hastings. It’s a huge step, both strategically and creatively, from the seagulls and statues that we’re proud to play a part in.”

The new brand positioning has also been integrated into commerce. Wunderman Thompson’s commerce team has redefined and redesigned the Hastings car insurance purchasing journey, ensuring the customer experience brings the new brand to life whilst delivering a simpler, faster experience. 

Hastings Direct appointed Wunderman Thompson to the business in August 2020 after a competitive pitch, and this is the agency’s first work for the brand, introducing an end-to-end experience that plays both above and below the line. 


Brand: Hastings Direct

Chief Commercial & Marketing Officer: Jatin Patel
Digital & Marketing Director: Finn Walsh
Brand Manager: Luke Goldsmith

Creative Agency: Wunderman Thompson

CCO: Steve Aldridge
Managing Partner: Natalie Heselton

Creative Director: Chermine Assadian
Strategy Partner: Isabella Mulholland

Creative: Sara Soares, Maria Leiria
Account Director: Jack Barber
Snr Project Manager: Verity de Courcy Norman and Anna Carpenter
Agency Producer: Greg Nicholls
Executive Producer: Sonny Botero

Director: MANSON

Production Company: CANADA

Executive Producer/MD: Oscar Romagosa

Executive Producer: Marta Bobic

Head of Production: Alba Barneda

Producer: Davey Ahern

Production Manager: Imogen Rigby

Production Coordinator: Sophie Williams

DoP: Patrick Meller

Motion Control: Mr Moco

Production Designer: Zoe Koperski

Costume Designer: Terri Higgins

​Animation and Post-Production: Bliss

Post-Production Producer: Maria Soler Chopo

​Art Director and Character Designer: Martí Carós – Sawe​

Editor: Estel New Roman

Colourist: Julia Rossetti

Sound Design: Philip Bolland

Sound Producer: Deborah Whitfield @ Factory

Music Supervision: Tom Kitson @ Soho Music

Voiceover: Naz Osmanoglu

Source: Wunderman Thompson

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