Musical brand

Confused.com sheds light on confusion in wacky new brand platform

Confused.com has rolled out a bizarre new brand platform that aims to make confusion entertaining.

Its latest TV ad campaign, by Accenture Song, asks puzzling everyday questions, such as “Is a hot dog a sandwich?” and “Why do we have trouble walking on a broken escalator?”

The first in a series of 30-second commercials asks the question, “Why did we start keeping money inside pigs?” Produced by Riff Raff and directed by Vedran Rupic, the spot tells the “historical” story of a thief who hides his stolen gold inside a real pig.

The TV commercials are voiced by social media comedian Adrian Bliss and use Confused.com’s existing musical riff. Alongside TV, a mix of radio, social and digital ads kick off simultaneously on July 18.

Accenture Song has also created a new set of brand graphics featuring a thought bubble comprised of the brand logo, which will feature throughout the campaign.

Sam Day, Marketing Director of Confused.com, said the team wanted to “create something that proves to consumers that it’s okay to be confused if it takes you to clarity, with a platform that really gives life to that”.

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“With the insurance market as competitive as it is, the idea of ​​shopping around can be overwhelming, but it doesn’t have to be. And that’s ultimately why we’re here — to bring that clarity,” he added.

Confused.com’s new management was also the inspiration for its sponsorship of ITV’s Emmerdale, which features a set of soap-related confusions. Accenture Song produced the identifiers, which ask, “Do the dogs on TV know they’re famous?” » ; “How do they throw the sheep? » ; and “Why are there so many murderers in a village?”