The work of a superhero is never done, that is unless insurance can take care of any damages. In Direct Line’s new latest campaign from Saatchi & Saatchi the insurance company teams up with King Valkyrie from Marvel Studios’ “Thor: Love and Thunder” in new adventure that sees the superhero free to take some time off.

The new tongue in cheek campaign coincides with the launch of “Thor: Love and Thunder” and is the latest instalment in Direct Line’s ‘We’re On It’ campaign, which highlights how customers have no need to worry because the insurer has everything covered. 

The film sees actor and producer Tessa Thompson reprise her role as King Valkyrie, who is in London attending a press conference. After hearing a commotion in the distance, King Valkyrie leaps off to a quaint cheese shop that has had a skateboard crash into its window. King Valkyrie holds the skateboarders responsible but is stopped by the shop owner who tells her not to worry as she’s covered by Direct Line business insurance. 

The shop owner suggests that the Superhero take some time off to relax while the insurer has things covered. Audiences go on to see King Valkyrie take a British seaside holiday, lounging on the beach, devouring fish and chips, riding on a merry-go-round as her companion Warsong relaxes with some donkeys on the beach. The Superhero feels safe to leave the UK in the hands of the “Insurance Lords” at Direct Line. 

“Whatever happens we want our customers to know that our cover gives them the back-up they need to feel secure. What better way to reinforce we are there for our customers than by showcasing that when ‘We’re On It’, even the universe’s greatest Super Heroes need a break.” said Wendy Moores, Head of Marketing, Direct Line, “In a world that faces huge challenges, we wanted our new advert to provide a moment of escapism, to entertain with an epically fun campaign that plays into the incredible Marvel Studio’s Cinematic Universe.” 

In addition to cinema the campaign will run across TV, VOD, OOH and social with Mediacom handling media planning and buying. 

Through savvy celebrity endorsement in partnership with Marvel studios, Direct Line positions itself at the heart of culture and shows that even superheroes deserve a day off.