Insurance angst – shudder. Confused.com has been working hard with Leo UK to remind the UK they don’t have to feel it. The third chapter of the awarded platform, Feels Like…, uses some of Britain’s most familiar sayings (plus puppet characters packed with charm, wit and sharply observed detail) to capture the disproportionately good feeling of having just used Confused.com.

The zany characters were developed with BlinkInk stop motion directing duo, Andy Biddle and Adeena Grubb, with every detail designed to build their personalities, from the cat’s increasingly necessary reading glasses to Cow’s carefully pressed workwear, and the early bird’s jumper draped deliberately over her shoulders.  Biddle was a lead animator on Wes Anderson’s Fantastic Mr. Fox and Isle of Dogs, while Grubb is a multi-award-winning puppet maker and animation director.

The campaign will be supported by ten- and six-second edits, as well as radio and social activity, and will run across TV, BVOD, social and radio in the UK.

Media planning and buying was developed by Zenith, and was designed to elevate the Just Use Confused.com platform and build fame nationwide.

Geoff Bull, chief marketing officer at Confused.com, stated, “Feels like… takes that small but satisfying win and turns it into something brilliantly over the top. We wanted to continue building Just Used Confused.com in a way that felt fresh, funny and unmistakably us. These characters have so much personality and give us a new way to capture a feeling that people instantly recognise.”

Andrew Long, chief creative officer at Leo UK, added, “We explored lots of ways to bring this campaign to life, but kept coming back to one very simple rule – funny wins. Leaning into these familiar British idioms gave us a relatable way of landing the universal feeling of relief, while the puppets gave us the charm, personality and comic timing needed to make that feeling memorable. BlinkInk then took it somewhere totally brilliant, creating three weird and wonderful little worlds that pull you in and make the whole thing stick.”

Adeena Grubb and Andy Biddle, stop motion directors, BlinkInk, commented,“We knew as soon as we met the agency creatives that we were on the same page in terms of humour. We basically had loads of fun, and we think that shows in the final films. We had an absolute powerhouse of a team bringing our cross-eyed weirdo characters to life. It’s almost impossible to pick a favourite, but Angry Cow has to take the top spot. He was inspired by Mark from Peep Show, while the pig took plenty of cues from Jeremy. We even snuck in Mark’s iconic creamy elephant sofa and named the characters Mark Cowigan, Jeremy UsPork and Super Lamb. If you’re familiar with Peep Show, you’ll understand why. If you’re not… go and watch Peep Show. It was genuinely a dream collaboration, and we couldn’t have asked for a better team to make this one with.”

The 2025 instalment of the platform won multiple Golds at Creative Circle and British Arrows, including the prestigious John Webster Award: