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The sound of Direct Line

The bugle's back! – in partnership with Direct Line, DLMDD has relaunched one of the most famous sound identities in advertising. The iconic sound is revived and reenergised in the form of a new sonic logo and hero brand anthem.

  • Client Direct Line
  • Agency Saatchi & Saatchi
Sound On Off

It's back. Re-energised, re-created, reborn. The distinctive sonic brand asset, fondly referred to as ‘The Bugle’ has not been heard in Direct Line’s brand advertising for over ten years and is widely regarded as one of the most famous sounds in UK advertising.


The project’s development was underpinned by invaluable insight and research carried out by sonic testing company SoundOut on behalf of Direct Line. The research revealed that despite being off-air for over 10 years, 43 per cent of British consumers are familiar with the Direct Line’s historic sonic logo and it is significantly more familiar to the over 30s (62 per cent).


The new sound identity is a contemporary reimagining of Direct Line’s historic jingle and has been created by music producing duo Lank & Tank who are known for their writing credentials with artists including Stormzy, JP Cooper, Jungle & Noah Cyrus. The sound identity was recorded at British Grove Studios in London and premieres in Direct Line’s latest advertising campaign.

Sound On Off

“ The relaunch of our iconic Bugle marks a new era for Direct Line’s marketing strategy, where we’re making sound an integral part of our branding. We’re proud to be sharing a modern version of one of advertisings most memorable lifelong jingles. ”

Lucy Mildwater
Senior Brand Marketer, Direct Line

Sound On Off

“ By working with DLMDD and thinking about the sound of our Direct Line universe we’re delivering on our ambition to go beyond distinctive assets and create distinctive brand worlds that consistently deliver the brand’s core attributes across multiple senses. ”

Jess Ringshall
Chief Production Officer, Saatchi & Saatchi

In the press

Sound On Off

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