'Sons of Anarchy' star Timothy Murphy navigates through chaos in futuristic spot for Confused.com
Aoife McArdle directs the Irish actor, replacing James Corden campaign
Editor's Pick
Confused.com, the U.K. insurance comparison brand, goes for a complete tonal shift in its latest spot, moving on from its comedic campaign featuring James Corden to an intense, futuristic spot starring "Sons of Anarchy" actor Timothy Murphy.
In the ad, the Irish actor is shown driving a Confused.com branded car and navigating his way calmly through a chaotic, menacing cityscape. Amid crazy traffic and people selling stuff, there are news anchors offering "fake news," screens full of influencers ("experts with no expertise"), blaring loudspeakers and futuristic stores stocked with rows of identikit products. (Think "Blade Runner" in the era of Trump and YouTube, and you get the picture. ) Murphy glides through until he reaches a clear highway, calmly commenting on the chaos and ending with the new tagline: "Don't be confused. Be Confused.com."
The spot, by Karmarama, was helmed by Irish director Aoife McArdle of Somesuch, a former AdAge Woman to Watch whose work includes the 2017 Audi Super Bowl spot and Secret's "Stress Test" campaign.
The new approach for Confused.com comes after Sam Day took over as CMO earlier this year and strives to give the brand a point of difference, moving away from what the brand says is the "brash and erratic" language of the comparison website category (which also includes the likes of Moneysupermarket and Compare the Market).
Nik Studzinski, Chief Creative Officer at Karmarama, comments: "Enough of the confusion makers. What we all need is simplicity and clarity. That's why Confused.com was created in the first place, 16 years ago, and that's what makes it even more relevant and necessary today."
It's an area undergoing something of a branding shakeup, with Moneysupermarket recently parting company with Mother, which created its "Epic" campaign featuring the likes of He-Man and Skeletor and Action Man, and hiring WCRS. Compare the Market, meanwhile, continues with its long-running "meerkat" campaign via VCCP.
Credits
- Date
- Aug 16, 2018
- Agency :
- Karmarama
- Brand :
- Confused.com
- Chief Marketing Officer :
- Samuel Day
- Advertising Manager :
- Maria Howell
- Creative Agency :
- Nik Studzinski
- Chief Creative Officer :
- Nik Studzinski
- Creative Director :
- James Rooke
- Creative Director :
- Imogen Tazzyman
- Executive Strategy Director :
- Will Hodge
- Senior Planner :
- Dan Cameron
- Senior Agency Producer :
- Larissa Miola
- Agency Production Assistant :
- Harriet Whittaker
- Managing Director :
- James Denton-Clark
- Account Director :
- Eilidh McGregor
- Account Manager :
- Georgia Rayner
- Production Company :
- Somesuch
- Director :
- Aoife McArdle
- Producer :
- James Waters
- Production Manager :
- Luke Thornton
- Director of Photography :
- Alwin Kulcher
- Production Designer :
- Jon Henson
- Local Production Company :
- Radioaktive Film
- Offline Editor :
- Dan Sherwen
- Offline Edit Company :
- Final Cut
- VFX Post House :
- Freefolk
- VFX Supervisor :
- Jason Watts
- VFX Artist :
- Jason Watts
- VFX Artist :
- Judy Roberts
- 3D Lead :
- Harin Hirani
- VFX Producer :
- Fi Kilroe
- Colorist :
- George K
- Color Company :
- MPC
- Sound Design :
- Sam Ashwell
- Sound Design Company :
- 750 MPH
- Music Company :
- Soho Music for clearances
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