King Valkyrie Gets Some Much Needed Time off in New Campaign from Direct Line

No matter who you are or what you do, a little “me-time” is a must. Even if your Marvel movie franchise character King Valkyrie.

In a new campaign from insurance company Direct Line, via Saatchi & Saatchi, we see the reigning sovereign of New Asgard in London attending a press conference. After hearing a bit of commotion somewhere off in the distance, she leaps off her faithful steed Warsong ready to deal out some justice to two guys whose skateboard has crashed into a shop window.

The shop owner tells King Valkyrie (played by Tessa Thompson) not to worry about it, the shop is covered by Direct Line business insurance. She then suggests that the superhero should relax and take some time off.


And so she does.

“Direct Line’s campaigns keep growing, and now we’re bringing in Marvel Studios, the biggest entertainment property of all,” said Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi.

“Best of all, we get to do it in a delightful and unexpected way, showing a Super Hero finally able to get some me-time. We’ve upped the entertainment, star factor, introduced a female hero and deepened our cultural reach through the addition of King Valkyrie as she comes to UK screens this summer.”


Wendy Moores, Head of Marketing, Direct Line, added: “In a world that faces huge challenges, we wanted our new advert to provide a moment of escapism, to entertain with an epically fun campaign that plays into the incredible Marvel Studio’s Cinematic Universe.”


Agency: Saatchi & Saatchi

Cso: Richard Huntington

CCO: Guillermo Vega

CCO: Franki Goodwin

Senior Creative: Mia Silverman

Art Director: Rodrigo Castellari

Designer: Natalie Alves

Planner: Rui Ferreira / James Mitchell

Business Lead: Alice Flanagan

Account Director: Isaac Hickinbottom

Account Manager: Rebecca Snaith

Executive Producer: Rebecca Williams

Senior Production Assistant: Jade Mullem


Production Company

Production: Hungry Man

Director: Bryan Buckley

Producer: Hannah Stone

Executive Producer: Matt Lefebvre

Executive Producer: Matt Buels

Dop: Javier Aguirresarobe

1st AD: Craig Owens

Production Designer: David Skinner



Edit: Cabin

Editor: Chan Hatcher

Editor Assistant: Brian Meagher

Producer: Sarah Cassell



Post-Production Company: Framestore

VFX Supervisor: Jay Khan

Compositing Supervisor: Ben Taylor

CG Supervisor: Joel Savage

Colourist: Matthieu Toullet

Executive Producer: Anna Macdonald

VFX Production Co-Ordinator: Chloe Dunn



Audio Post-Production Company: String And Tins

Sound Design: Adam Smyth

Additional Sound Design: Joe Wilkinson

Foley: Cobblestone

Audio Producer: Alina Miroshnichenko


Licensing Agency

Licensing: Born Licensing

Licensing Director: David Born

Senior Licensing Executive: Amber Cheung



Media Agency: Mediacom

Media Planner: Robbie Coakley & Emily Rodie


Disney Partnerships & Promotions

Senior Vice President Of Global Partnership Marketing: Mindy Hamilton

Vp, Global Partnership Management & Ops: Holly Frank

Vp, Marketing Partnerships & Promotions: Tina Goss

Vp, Marketing Partnerships & Promotions: Chris Lisciandro

Director, Creative Marketing Partnerships & Promotions: A.J. Fierro

Director, Creative Partnerships & Promotions: Andy Staub

Director, Marvel International Partnerships: Heather Trail

Senior Manager, Corporate Alliances: Jon Mosier

Writer/Producer: Evan Aronson

Art Director: Martin Nguyen

Director Marketing Partnerships, UK & EMEA: Owen Dommel

Senior Campaign Manager, UK & EMEA: Catherine Douglas

The Staff

The Staff

Gettin' it done.

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