303Lowe Introduces ‘Captain Risky’ for Budget Direct

By Erik Oster 

303Lowe introduces “Captain Risky” in a new campaign for Budget Direct insurance.

The Evel Knievel-style character utters his “Let’s kick it and rip it” catchphrase before embarking on a series of foolhardy daredevil moves. Set to a very seventies soundtrack, these stunts include platform diving into a kiddie pool, hanging on to a helicopter over the ocean, crashing a motorcycle through a bus window, and more. The spot ends by explaining that Budget Direct doesn’t insure Captain Risky so that rates stay low. He’s a fun character, with plenty of room for development in the future, and a good stand-in for all kinds of dangerous drivers.

“We think it’s very clearly comedic, stupendous, ridiculous, parody fun,” Jonathan Kerr,¬†client marketing chief for Budget Direct, told Mumbrella. “We’re quite comfortable that people understand him as kind of a metaphor and not someone to be imitated.”


Client: Budget Direct
Campaign: Captain Risky
Agency: 303Lowe, Australia
Executive Creative Director: Richard Morgan
Copywriter: Sean Larkin
Art Director: Adam Whitehead
Head of Business Management: Tony Dunseath
Business Director: Sophie O’Sullivan
Head of Strategy: Jon McKie
Agency Producers: Amanda Cain, Sean Ascroft
Director of Marketing & Digital: Jonathan Kerr
General Manager New Customer Acquisition: Paul Duggan
Campaign Manager: Jenni Osborne
Director: Hamish Rothwell
Production Company: GoodOil
Producer: Sam Long
D.O.P: Crighton Bone

Editor: Mark Burnett
Edit House: The Editors / Whitehouse Post