Línea Directa premieres ‘Valorado’, a musical hit that highlights the high ratings of its car and motorcycle insurance

• The song, which went viral last week on social media, highlights that Línea Directa Aseguradora’s car and motorcycle insurance policies are among the best rated in Spain for coverage and services, according to a study by the independent consultancy Inteliens.
• “Valorado” was released anonymously on social media, and the insurer revealed this Monday that it was behind the initiative through a first TV commercial, which is part of the company’s new transmedia campaign.

Madrid, 3 March 2026. Línea Directa Aseguradora has revealed that it is behind the musical hit “Valorado,” which has spread across social media over the past week. With this musical piece, the central element of the company’s new campaign, the insurer highlights the high quality of its car and motorcycle insurance, which rank among the best rated in Spain for their coverage and services, according to the consultancy Inteliens.

Línea Directa’s products for cars, electric and plug‑in hybrid vehicles, and motorcycles are positioned among the top in the market according to this study, which analyzes the comprehensiveness of policies in terms of coverage and services such as own‑damage, fire, theft, liability, roadside assistance, legal defense, electric battery and charging cable, replacement vehicle, among many others.

With the song “Valorado” (and its accompanying choreography), created by the company, Línea Directa aims to remind customers that they have an insurer that provides peace of mind when they need it.

In this regard, the lyrics of the musical piece directly refer to Línea Directa Aseguradora’s more than 30 years of experience which, with over 3.7 million policyholders, is one of the leading general insurance companies in Spain (car, motorcycle, home, health, pet, and business). As for its car and motorcycle insurance offering, in addition to the most comprehensive coverage, the company provides its customers with a network of more than 700 partner repair shops throughout the country, its Advanced Repair Centers (CAR), and a fleet of more than 1,100 company owned replacement vehicles.

Social media strategy and campaign reveal

The transmedia campaign —developed with PS21 as the creative agency and Havas as the media agency— aims to reinforce consideration of the company’s car and motorcycle insurance, which already cover more than 3.7 million policyholders.

The initiative, marked by the originality and charm typical of the company’s commercial communications, combines an initial teaser phase, without revealing the brand’s identity, with the release of the song on social media, radio, and on television on El Hormiguero, followed by a later reveal on the same program.

During the teaser phase, the music video was anonymously shared on TikTok and Instagram profiles (@Valorado_records), featuring a choreography and various content pieces generated by influencers, while the song aired on the radio and throughout the week on the aforementioned TV show without disclosing the brand. “Valorado” also sparked conversation on Instagram, X, and LinkedIn.

The reveal took place this Monday on Antena 3’s El Hormiguero, where Línea Directa’s authorship was confirmed and the new TV spot premiered exclusively. Starting today, the company will roll out its offline and online media plan.

Línea Directa insurance: comprehensive, high‑quality service and competitive pricing

Following the success of the “Súper Seguros” campaign —featuring a team of superheroes symbolizing the broad coverage of the company’s insurance and its agile response to any setback— “Valorado” once again taps into culturally popular settings, in this case music videos, and creative formats that stand out within the insurance sector.

With this approach, Línea Directa aims to strengthen the positioning of its insurance proposition, based on its wide range of products (car, motorcycle, home, health, pet and business insurance), high service quality, and competitive prices.