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Captain Risky has been replaced by a crime detective called Sarge in the latest campaign from Budget Direct.

Launching with a two and half minute commercial across primetime television in Australia, the new campaign mimics the classic crime thriller mystery genre.

The ad introduces Sarge, a detective investigating a series of remarkable otherworldly events which present a host of baffling questions. However, despite the strange occurrences, Sarge uncovers a bigger mystery around why the people involved in these incidents had paid more than they had to for their insurance.  

The ad also introduces the brand’s new line “Budget Direct - Insurance Solved.”

The campaign is the first work in four years not to feature, Captain Risky, an accident-prone daredevil, who has been the face of Budget Direct’s advertising since 2015.

The latest campaign was created by the same team behind Captain Risky, creative director Adam Whitehead and copywriter Mike Burdick, and 303 MullenLowe’s former executive creative director Richard Morgan. The campaign was directed by acclaimed British director Daniel Kleinman with production company Goodoil.  

Jonathan Kerr, chief marketing officer at Budget Direct, said, “We set out to make Budget Direct’s new marketing campaign just as innovative, engaging and unique as our ability to offer award-winning insurance for less.   Now that we’ve got Sarge on the case, we hope Australians enjoy the ads and in turn consider our message even more.”

The campaign was teased, prior to launch, with six-second spots on YouTube and Facebook as well as online display and digital billboards advertising. The integrated campaign includes TV, cinema and online channels. 

: 'Budget Direct - Insurance Solved'

Agency:
Client:
Date: September 2018
Budget Direct has launched a campaign film in the style of a classic crime thriller story featuring a detective hot on the heels of a mystery. 
The campaign follows Sarge as he investigates a series of strange events and introduces the brand's new tagline “Budget Direct - Insurance Solved.” 
 
Credits:
 
 
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, The Mighty Mat Baker
Stills Digi Op - The Incredible Carl Baker
Tags: Australia
 
 
 
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