• by Fern Siegel , 3 hours ago

Car claims can be tricky. The U.K.’s Financial Conduct Authority (FCA) wants to make it easier.

M&C Saatchi Group UK's new campaign “Feel Claim Confident” encourages drivers to make auto-finance claims directly using the regulator’s free tools. And to give it a kick, the 30-second spot, directed by David Wilson via Biscuit, employs a classic action-movie move: sliding across the front of the car.

The work runs across BOVD, SVOD, online video, OOH, print, radio and social. 

The campaign is designed to raise awareness among 2.1 million holders of pre-2021 car-finance agreements. It locates the FCA as a source of trusted and impartial guidance.

Regan Warner, executive creative director at M+C Saatchi UK, said: “Financial services advertising often defaults to explaining processes. We wanted to do the opposite. Rather than telling people how to make a claim, we wanted to show them how they’ll feel once they’ve done it. Borrowing from the language of classic action films ... gives the FCA an ownable creative device that stands out in a crowded category, while helping people feel confident.”