Our new provocative campaign sets out to jolt consumers out of ‘autopilot renewals’.

Today, Green Flag launches its new campaign to stop customers sleepwalking into insurance renewals, and let them know – through bold creative that name checks competitors – that Green Flag is on a mission to raise industry standards.

Our campaign illustrates the great rescue service that Green Flag’s smart network provides to thousands of customers every week for lower prices than the AA and RAC. It spotlights how Green Flag challenges the traditional model and provides great value through a modern service that consumers can trust to rescue them when they need it, via a nationwide network of trusted partners. It puts a spotlight on Green Flag’s differentiators to its rivals.

The campaign is designed specifically for a younger audience (25-34-year-olds),and kicks off with the 30” TV spot premiering on ITV 2 during Love Island at 9pm tonight. The campaign is supported by social and out-of-home.

Piers Newson-Smith, Head of Brand and Marketing Planning, comments: “The breakdown industry has fallen behind the times. If it was invented for the first time today, it would look like Green Flag. This campaign celebrates our smarter network, which uses on the sharing economy to give our customers the cover and service that they need, at much lower prices than our competitors.”

“This campaign is different to anything we’ve done before from a creative point of view. It’s very bold, but the foundations remain the same; Green Flag is a service that is incredibly agile and adaptable to customers’ breakdown recovery needs. We feel it’s just what the industry needs.”

Emma Marsland, Managing Partner at WCRS, comments: We were delighted to further our relationship with Direct Line Group with the Green Flag appointment. And more delighted still to be given the dream brief of jump-starting a great brand in a tired category. Common Sense to the Rescue utterly evokes Green Flag’s modern and straightforward approach to breakdown and it’s been a joy to be able to bring this to life across the campaign.


Client: Green Flag

Agency: WCRS

Executive Creative Director: Ross Neil

Creative Directors: Orlando Warner

Creatives (TV & Social): Tom Madden, Morgan Hinds-Shorland

Creatives (OOH): Ben Brazier, Johnny Ruthven

Agency Producer: Stefanie Forbes

Agency Production Assistant: Camilla Hempleman-Adams

Managing Partner: Emma Marsland

Account Director: Lauren Nuttall

Account Manager: Charlie Warner

Planning: Matt Willifer, Laura Sammarco, Stephanie Biddle

Social Strategy: Duncan McLauchlan, Jack Cartwright

Agency Designer: Lee Burns

Media Agency: Mediacom

Production Company: CANADA

Director: CANADA

Executive Producer / Managing Director: Oscar Romagosa

Executive Producer London: Marta Bobić

Executive Producer Nevada: Marta Argullós

DP: Daniel F. Abelló

Production Designer: Anna Colomer

Editor: Speade (Carlos Font Clos)

Sound Design: Grand Central Recording Studios

Post-Production: The Mill