LONDON, UK – Confused.com is floating on air with its new campaign. In its latest spot under the Just Used Confused.com platform, the UK based insurance comparison site floats into fresh creative territory with a new whimsical campaign via Leo Burnett UK. The emotional weight of insurance, gone in one puff is visualized as people transform into inflated, helium filled versions of themselves, drifting blissfully into comic absurdity.
Directed by cult comedy favorite Jeff Low (Tena, Ocean Spray, Virgin Media), the hero film, Wife, opens on Helen, who has just landed a deal on her insurance. The moment her savings sink in, she begins to audibly inflate and then floats skyward, buoyed by joy and a soft squeaky soundtrack. But reality, as always, has a pin ready. Her partner pipes up with an uncomfortable truth bomb: “Mum, Helen adores you. She would love the company.” Cue the slow deflate: “No, I don’t like your mum.”
Two further 30 second spots films – Dad and Neighbour – will follow later this month (30th May) both continuing the theme of characters no longer being weighed down by the cost and stress of insurance. In Dad, Glen’s float is interrupted by learning his daughter is getting married, while in Neighbour, a peaceful drift is cut short by an awkward interaction with his neighbour mid-toothbrushing.
All creative closes with Confused.com’s distinctive “joyful whistle” – Roger Whittaker’s Finnish Whistler, in a nod to the first installment of the Just Used Confused.com platform launched last year.
The new campaign builds on last year’s launch of the Just Used Confused.com platform, created in response to a national appetite for celebrating the feeling of saving money, and a sense of control in the face of everyday chaos. By freeing people from the time, cost and emotional weight of insurance, the platform positions Confused.com as a genuine antidote to insurance angst, brought to life through simple, comedic visual metaphors.
Mark Elwood, Chief Creative Officer at Leo Burnett UK, said: “This campaign continues to turn a simple emotional truth into something brilliantly ownable. The moment you’ve sorted your insurance, there’s genuine relief. So, we’ve bottled that feeling, inflated it, and floated it through a few awkward life moments. It’s fun, it’s absurd, and it’s completely Confused.com.”
Maria Howell-Jones, Head of Advertising and Social Media at Confused.com, said: “Last year’s campaign gave us a distinctive creative territory to build on. This next chapter lifts it further… literally. We wanted to create work that’s light, clear and memorable, and that keeps building meaning behind our brand promise: that Confused.com is the antidote to insurance angst.”
Jeff Low, Director, Biscuit Filmworks, added: “Most ads are dreadful. I think these are not. I hope you like them as much as I enjoyed making them with Leo Burnett.”
Behind the scenes, Leo Burnett UK teamed up with Publicis Groupe sibling Zenith on media strategy, ensuring that the campaign cuts across TV, cinema, BVOD, radio, and digital, running UK-wide for the next 12 months.
Credits:
Campaign Title: Just Used Confused.com
Client: Confused.com
Chief Marketing Officer: Geoffrey Bull
Head Of Advertising & Social Media: Maria Howell-Jones
Advertising Agency: Leo Burnett UK
CCO: Mark Elwood
Executive Creative Director: Andrew Long, James Millers
Creative Director: Gareth Butters
Copywriter: Conrad Swanston
Art Director: Alex Bingham
Designer: Carmen Perez Jimenez
Planning Partner: Elisa Edmonds
Managing Partner: Lauren Martin
Account Team: Rebecca Dickens, Jack Masters, Zainab Raji
Chief Production Offer: Emily Marr
Agency Producer: Helen Choonpicharn
Media Buying Agency: Zenith
Media Planning Team: Harriet Cassie, Adam Colton, Sarah Chow, Qamar Khan
Production Company: Biscuit
Director: Jeff Low
Editor: Saam Hodivala @ Shift
Producer: Peter Knowles
Post-Production Company: Untold
Audio Post-Production Company: Harbour
