FCA LAUNCHES ACTION-PACKED CAMPAIGN TO EMPOWER MOTOR FINANCE CLAIMS

The Financial Conduct Authority has unveiled ‘Feel Claim Confident’, a cinematic campaign that swaps process-heavy messaging for action-movie flair. Centred on a hero film reimagining the classic bonnet slide in everyday British settings, the initiative encourages millions with pre-2021 car finance agreements to check eligibility and claim directly.  

The Financial Conduct Authority has launched a bold new campaign designed to cut through the noise of claims companies and empower consumers to take control of their motor finance claims. Titled Feel Claim Confident, the initiative departs from the traditional functional approach, instead embracing the energy and spectacle of an action movie to capture public imagination.  

At the heart of the campaign is a hero film that reinterprets one of cinema’s most iconic stunts: the bonnet slide. Rather than sleek sports cars or Hollywood sets, the film places the stunt in the everyday environments of British life. Supermarket car parks, suburban driveways and family vehicles become the stage for ordinary people transformed into unlikely action heroes. Each slide celebrates the moment of confidence that comes with making a claim, turning a bureaucratic process into a triumphant act.  

The FCA’s decision to adopt such a creative approach is rooted in the scale of the issue. An estimated 12.1 million car finance agreements were taken out before 2021, leaving a vast number of consumers potentially eligible to make claims. Yet the landscape is crowded with claims companies and “No Win, No Fee” offers, often leaving people uncertain about where to turn. By positioning itself with cinematic flair, the FCA aims to cut through this clutter and remind consumers that they can check eligibility and claim directly using its free tools.  

The campaign’s message is simple but powerful: confidence is not built by explaining processes in detail, but by showing how good it feels once the task is completed. The bonnet slide becomes a metaphor for empowerment, a visual shorthand for the satisfaction of taking action and reclaiming control. In doing so, the FCA reframes the act of making a claim from something daunting into something exhilarating.  

This creative gamble reflects a wider trend in public sector communications, where agencies are increasingly adopting techniques from entertainment and advertising to engage audiences. By borrowing the language of cinema, the FCA not only ensures visibility but also injects a sense of cultural relevance into a subject often perceived as dry. The campaign demonstrates that regulatory bodies can be imaginative storytellers, capable of inspiring action through emotion as well as information.  

Ultimately, Feel Claim Confident is more than a marketing exercise. It is a statement of intent from the FCA, signalling its commitment to helping consumers navigate complex financial landscapes with clarity and assurance. By turning everyday Britons into action heroes, the campaign underscores a vital truth: the confidence to claim is not reserved for experts or professionals, but belongs to everyone.