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
Winston tastes good like a cigarette should "What did you want, good grammar or good taste?" "I wanted to live a lot longer than this!"). With the new slogan in wide use, "Winston tastes good like a cigarette should" was retired permanently in 1972. In 1981, actor James Garner claimed responsibility for the wording of the slogan during an interview with "Playboy" magazine. Garner, who narrated the original commercial, stated that his first action ever to be captured on film was to misread the line that had been provided to him. However, as noted above, the advertisements first appeared in print before their debut on television, which