Magazine article Marketing

Adwatch: Hastings Direct - 'Chain-Mail Man'

Magazine article Marketing

Adwatch: Hastings Direct - 'Chain-Mail Man'

Article excerpt

Like most people, I don't know much about the history of the Middle Ages. But I'm almost certain that the Battle of Hastings resulted in a fairly conclusive defeat for our lot versus the other lot.

And so, to bring us up to date, we come to a motor-insurance company with the battle-name of Hastings Direct.

In spite of the historical precedent, it seems to be onto a winner by making a bit of a thing out of its name, and a cartoon knight who champions its cause. After all, it seems to be doing rather well on the table of prompted advertising awareness.

So this ad ought to be hard to criticise. It's undoubtedly simple, and there will be a queue of people a mile long to tell me that it works. But I'm missing something, and it's not just the fact that the knight has lost his horse.

Perhaps the answer is that it could work so much better with, well, some fun. Some people are interested in cars; very few want to spend much time thinking about how to insure them. …

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