Ad of the Day | Direct Assurance Unveils a Film for when Bad Luck Strikes

Sep. 09, 2026

Does crossing paths with a black cat bring bad luck?

One thing is certain: with its new brand spot titled "Black Cat," created by the agency Artefact 3000, Direct Assurance helps you land on your feet.

With its new brand film "Black Cat," created by agency Artefact 3000, Direct Assurance asserts that you don't have to be lucky when you have good insurance. Amid ongoing inflation, as underinsurance gains ground and its image as a digital insurer may still raise questions, the brand affirms its service quality through a brand film that demonstrates the importance of having effective insurance for everyday claims.

A story that doesn't just purr along

This is the story of a father and his daughter who adopt an abandoned kitten. From the moment it enters their lives, a streak of bad luck begins to pile up, and doubt creeps into the father's mind: what if this cat is bringing them bad luck? After all, it is a black cat.

Faced with the ultimate symbol of bad luck, superstition grows… Always in the wrong place at the wrong time, the animal becomes the ideal culprit for the multiplying mishaps. By twisting thriller tropes into comedy, the film shows this cat mocking the father… while playing with the audience.

Fortunately, thanks to Direct Assurance, the father gets back on his feet, realizing that bad luck no longer has any impact on their lives. In this way, the brand proves its service quality through a strong metric: "At Direct Assurance, more than 9 out of 10 customers are satisfied with their claims resolution."

The film of a major everyday insurer

Direct Assurance, a subsidiary of the AXA Group, is a 100% online insurer offering auto, home, health, and motorcycle insurance. Today, Direct Assurance offers the services of a major insurance provider alongside solid guarantees at highly competitive rates: a dedicated advisor in the event of a claim, phone answers in under a minute, valet service, hotel emergency rehousing, and more.

In a complex economic context where auto and home insurance represent essential expenses for French households (nearly 1.7 million people lacked home insurance in 2024, a +34% increase compared to 2010), Direct Assurance defends a simple conviction: making quality insurance accessible to everyone.

But while the brand is recognized for its attractive pricing, its status as a 100% digital insurer can still raise questions regarding service quality, particularly during claims handling.

This brand spot aims to address this perception of Direct Assurance by highlighting its core strength: high-quality daily support and service during critical moments. It is a promise backed by concrete results: over three years, post-claim customer satisfaction gained 11 points, rising from 80.8% in 2023 to 91.8% in 2026.

A production worthy of a feature film

Following its writing at Artefact 3000, the commercial was designed like a cinematic film. The approach: 100% live-action camera—no AI, no 3D. Directed by renowned filmmaker Tim Bullock, who played with thriller tropes and footage shot in CinemaScope, it was produced by LA/PAC with sound production by Schmooze. The score was entrusted to film composer Mathieu Lamboley, who created an original piece for the occasion: "The Black Cat Theme".

A 360° Campaign

The campaign will launch on September 6th across TV / OLV (online video) in 60s, 45s, and 30s formats, as well as outdoor (OOH) and social media.