Insurance firm Direct Line is showcasing its commitment to speed, service and customer satisfaction with a new omnichannel campaign breaking this week.

Developed by London agency VCCP, the campaign will be focused around a pair of 30-second spots that humorously highlight how “effortless” making an insurance claim can feel using the provider’s services.

Forming part of a new brand platform titled “That’s How It’s Done”, the creative will mark VCCP’s first campaign for Direct Line since securing its account at the end of last year.

“Direct Line has been an industry disruptor brand from day one, and for 40 years we’ve built our reputation on making things easier for our customers,” said Tony Miller, marketing director at Direct Line.

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“This new campaign uses humour to deliver a powerful message about what people really want from their insurer: speed, simplicity, and great service. ‘That’s How It’s Done’ captures the essence of Direct Line, cutting through the complexity and showing that insurance doesn’t have to be difficult.”

The new films will be shown across TV, video-on-demand (VOD), radio, out-of-home and digital platforms, with both spots airing over the weekend of 25 July on primetime programming. Media planning and buying was handled by Carat.

Bridget Limbrey, managing partner at VCCP added: “Direct Line has a powerful legacy, and it’s been a privilege to reimagine it for a new era while staying true to what makes it so trusted and distinctive.

“‘That’s How It’s Done’ captures that spirit with clarity, confidence and cut-through. We’re incredibly proud of this work and of the opportunity to help bring back such an iconic brand.”