"While they may work for some products and people, our opinion is that they may not always offer the best deal."
Well quite. But neither does Direct Line it would appear. That was back in 2007, and they're still running the adverts in what still smacks of desperation.
I'm not sure how much business Direct Line is getting from these adverts, but I'm certain that most people who use comparison websites won't/can't be bothered entering their details again just to see if Direct Line is cheaper.
At least the advert is doing some good - it's educating people that the comparison websites don't necessarily cover all insurers.