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15 October 2019

The horror! The horror!

by Syd Briscoe


Direct Line: “The Torment” - 1 min 57s

As numerous brands get in on spooky season with thrilling trips into the unknown, Direct Line go full horror movie with their latest commercial. This intriguing piece of work finds a woman relating a traumatic experience to a shadowy figure - immediately drawing curious viewers into the story as the tale of terror unfolds.

Director Alice Lowe treads the line between parody and tribute perfectly here, using familiar visual tropes - a car driving against bad green screen, close up screams, unsettling camera angles, et cetera - to evoke the feel of classic horror cinema. While the prospect of embarassing yourself in public is terrifying enough, the brand suggest that asking your mum to borrow her car is a damn sight worse.


Creative Agency: Saatchi & Saatchi Ⓟ Ⓦ
CCO: Guillermo Vega
Creative Director: Franki Goodwin ♀ Ⓟ
Creative: Caroline Petrie / Brochan Watts
Account Director: Victoria Turner
Account Executive: Charlotte Hagel
Senior Planner: Rui Ferreira
Agency Producer: Marie Hughes
Ass't Prod (Agency): Isaac Addo
Director: Alice Lowe
Cinematographer: Ryan Eddleston Ⓟ Ⓦ (Vision Ⓟ Ⓦ)
Post Production: Lily Ross @ Prodigious Ⓟ Ⓦ
Sound Designer: Henry Frith

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