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.