'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

Published On
Aug 16, 2018

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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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