“Winston Wolfe, I fix problems.” In its first TV ad campaign involving a celebrity, insurance company Direct Line has swapped its red phone on wheels for Harvey Keitel, reprising his role as the mob “fixer” Wolfe from Pulp Fiction. However, rather than brains splattered all over the back window of a car because John Travolta’s pistol went off accidentally, Wolfe is dealing with a stolen computer, TV and bike. And because the people concerned have pictures of the stolen items and a Direct Line policy, the situation is wrapped up in 40 seconds, not 40 minutes as in Pulp Fiction’s “Bonnie Situation”. It’s the first of five commercials featuring Keitel’s Mr Wolfe, made by Saatchi & Saatchi, which will be accompanied by a series of “How to …” videos about solving problems that will run on social media. The campaign signals a strategic marketing shift away from promoting price towards stressing that Direct Line fixes problems, prompted by the rise of price comparison websites, where it does not allow its products to be sold. Direct Line’s chief marketer Mark Evans added that shows such as Breaking Bad have also helped make the dark humour of a character such as Wolfe acceptable to a wider audience. Yes, yes. What Monkey really wants to know: are we going to get a reprise of Travolta’s ill-fitting beachwear look? That would be cool.