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
TV advertisements by country television channels, used to be required to separate advertising from the rest of the programming using bumpers with the text "Espacio publicitario" ("Advertising space") from September 2010 to May 2016. From March 2014, advertisements shown on Argentine television began to use the phrase "Aviso publicitario de producción nacional" ("Advertisement for domestic product") and "Aviso publicitario de producción extranjera" ("Advertisement for foreign product") for local and foreign advertisements, respectively. Also, advertisements for alcoholic products had the warning "Beber con moderación. Prohibida su venta a menores de 18 años" ("Drink in moderation. Do not sell to persons under 18"). The warning was