Direct Line established high levels of recall among consumers. In September 2014, the brand worked with Saatchi and Saatchi to relaunch its advertising, using Hollywood actor Harvey Keitel as Winston Wolfe, a Mafia style 'fixer'. The company had one million customers after eight years. The company expanded with a series of new offshoots in the 1990s. In 1995, a Spanish offshoot, Linea Direct, started offering motor insurance in Spain. They expanded into travel insurance in 1996, pet insurance in 1997, and Direct Line Breakdown started offering breakdown insurance in 1998. Their non general insurance products umbrella Direct Line Financial services launched their
The Boy Who Cried Wolf against real ones?" The Boy Who Cried Wolf The Boy Who Cried Wolf is one of Aesop's Fables, numbered 210 in the Perry Index. From it is derived the English idiom "to cry wolf", defined as "to give a false alarm" in "Brewer's Dictionary of Phrase and Fable" and glossed by the "Oxford English Dictionary" as meaning to make false claims, with the result that subsequent true claims are disbelieved. The tale concerns a shepherd boy who repeatedly tricks nearby villagers into thinking wolves are attacking his flock. When a wolf actually does appear and the boy again calls for