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
Direct response television who have used DRTV for these purposes include DuPont (Teflon), Hamilton-Beach, Space Bag, Rubbermaid, P&G, Toyota, Philips Consumer Electronics, Bissell, Evinrude, and Sears (Craftsman brand). DRTV has also become a commonly used advertising medium for insurance companies, mortgage companies, cell phone providers, credit card companies, and a host of other services. Companies using this approach include Blue Shield, AAA Insurance (CSAA), Bank of America, Citibank Credit Cards, DirecTV, Dish Network, and many more. Lead generation has become a large segment of many DRTV campaigns. Typically these campaigns collect leads and close the sale at a later date via direct mail,