Feel Claim Confident

The Financial Conduct Authority (FCA) has unveiled the hero film for its new integrated ‘Feel Claim Confident’ campaign, created by M+C Saatchi Group UK. The push deliberately rejects the functional approach typically associated with financial services advertising in favour of cinematic, action movie-inspired creative.

The hero film launches today as the latest phase of a wider integrated campaign. Spanning BVOD, SVOD, online video, out-of-home, print, social and radio, the work encourages consumers to make their motor finance claim directly using the FCA's free tools while giving them the confidence to navigate the process themselves.

The campaign is designed to raise awareness among the holders of an estimated 12.1 million car finance agreements that took place before 2021, encouraging those who think they may be eligible to use the FCA's online tools to check whether they can make a claim. In a market crowded with competing claims services, it positions the FCA as the trusted source of clear, impartial guidance.

The launch comes as consumers continue to be targeted by hundreds of claims management companies and law firms promoting "No Win, No Fee" offers across multiple channels, creating confusion about where to turn, who to trust and whether they need someone else to act on their behalf.

Rather than focusing on the mechanics of making a claim, ‘Feel Claim Confident’ dramatises the confidence people feel once they've successfully completed it. The campaign replaces uncertainty with confidence, showing that making a claim yourself can be straightforward, empowering and rewarding.

At the heart of the campaign is a cinematic 30-second film, directed by David Wilson at Biscuit, that reimagines the iconic action movie bonnet slide through the lens of everyday British life. After completing their claim, ordinary people confidently slide across the bonnet of their own car, transforming a routine administrative task into a moment of achievement and empowerment.

Inspired by classic action films, the work combines bold movie-poster art direction with familiar settings including supermarket car parks, driveways and family cars, turning everyday people into unlikely action heroes. A deep, grindhouse-inspired voiceover and a rock ballad soundtrack complete the cinematic world, creating an epic tone that doesn’t take itself too seriously.

The bonnet slide becomes the campaign's distinctive visual signature, creating an ownable creative device that carries consistently across every touchpoint and gives the FCA a recognisable and emotionally engaging platform that stands apart from the category's typically functional communications.