This paper outlines how a new brand idea can be a driving force behind an organisation's creative execution, proposition development, and operational improvement. Faced with share losses to price comparison websites and competitor brands, Direct Line adopted 'hassle free insurance that just works guaranteed' as a principle to organise its way of working and win back consumer trust and business.In addition to changing its offers, customer service and website, Direct Line deployed Winston Wolf Harvey Keitel's fixer character from 'Pulp Fiction' in its advertising as an archetypical solver of problems with efficiency and courtesy. This case demonstrates that the advertising campaign increased volumes of both car and home insurance quotes, and staunched the decline in the insurer's policies. The overall campaign net profit return was estimated at 1.22 for every 1 invested.