The emotional relief of getting a great insurance deal is visualised as people become inflatable helium-filled versions of themselves balloons. The offbeat visual metaphor and an entertaining dose of humour by Leo Burnett UK and Biscuit Filmworks director, Jeff Low, differentiate Confused.com from its insurance competitors. The helium-people float blissfully before being brought back down to earth by awkward real-life interactions.
The campaign launched on May 12 with the 30-second spot, Wife, whose helium-filled elation at saving money on her insurance is deflated by the threat of a visit from her mother-in-law.
Two more commercials, Dad and Neighbour, will follow on May 30.
All creative closes with Confused.com’s distinctive “joyful whistle” – Roger Whittaker’s Finnish Whistler – in a nod to the first instalment of the Just Used Confused.complatform launched last year.
Each of the films will be supported by cutdowns across TV, SVOD, BVOD, cinema, radio and social and run nationwide across the UK for 12 months.
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, stated,“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, added, “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, commented, “Most ads are dreadful. I think these are not. I hope you like them as much as I enjoyed making them with Leo Burnett.”
Credits:
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 Directors: 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
