Confused.Com Builds on Campaign Success with Slick New Driver
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New comedic TV ad developed by Karmarama promises to connect with customers with evolution from ‘Be Confused.com’ to ‘I’m Confused.com’
Confused.com is putting a new driver in the seat of its famous blue Mercedes as it builds on the success of its confusion to clarity campaign.
Rhiannon Harper-Rafferty, former Being Human actress, has been chosen as Confused.com’s new driver, replacing Timothy Murphy. Rhiannon delivers a bold performance as she personifies the effortlessly cool, calm and confident Confused.com customer, declaring “I’m not Confused. I’m Confused.com”.
The new creative by Karmarama, part of Accenture Interactive, is an evolution of the ‘Don’t be Confused. Be Confused.com’ campaign which launched in late 2018. Since then, the business has seen double-digit profit and revenue growth.
The first advert of the ‘I’m Confused.com’ airs on Monday 21st September and features a street scene where two pedestrians are drawn into doing the ‘awkward dance’ as they attempt to pass each other on the pavement. Rhiannon observes the comical situation commenting to viewers “I’m not confused, but they are.” She coolly gets into Confused.com’s blue Mercedes and drives off into the distance – an intrinsic feature of the brand’s adverts recognised by viewers.
Samuel Day, CMO of Confused.com, says: “More and more customers are buying in to ‘being’ Confused.com which is mirrored in our business results, so now feels like a natural time to evolve the campaign and give our customers more ownership of the phrase. To say ‘I’m Confused.com’ is to have total clarity and conviction, and we had to adjust our tone for people to truly connect with that.”
Day adds: “People don’t need reminding of how confusing the world is in light of everything that’s going on at the moment. This is why we have moved away from broad cultural observations relating to Brexit and sustainability and developed our narrative around relatable everyday confusions that allow us to introduce some wry humour. Rhiannon is a key part of bringing that emotional connection through the way she engages with the viewer.”
The new creative, which was created by Karmarama and directed by Fredrik Bond of Sonny London, will introduce other everyday confusions as part of the series and will be adapted to promote Confused.com Rewards. The campaign will be supported with an integrated approach across multiple channels, including radio, out of home, press and digital advertising.
Nik Studzinski, chief creative officer at Karmarama, says: “New campaign, new driver (same blue Mercedes). Beautifully shot by Fredrik Bond, this time Rhiannon Harper-Rafferty brings clarity to some of life's little moments of confusion. Hopefully it won't be too long before we all feel a little less confused and a lot more Confused.com”
CMO: Sam Day
Head of Advertising: Maria Howell-Jones
Advertising Assistant: Matthew Davies
Creative Agency: Karmarama, part of Accenture Interactive
Chief Creative Officer: Nik Studzinski
Chief Strategy Officer: Will Hodge
Managing Director: James Denton-Clark
Creative Directors: Matthew Lancod, Robert Amstell
Senior Planner (Creative Agency): Dan Cameron
Deputy Head of Broadcast Production: Victoria Whitlow
TV Producer: Georgia Middleton
Creative Producer: Cassy Bhairo
Business Lead: Eilidh McGregor
Account Director: Oliver Greenwood
Account Executive: Emily Lupton
Production Company: Sonny London
Director: Fredrik Bond
Producer: Alicia Richards
Production Manager: Daniel Gay
Director of Photography: Roman Vasyanov
Production Designer: Andy Kelly
1st AD: Chris Kelly
Offline Editor: Patric Ryan for Marshall Street
VFX Post House: nineteentwenty
VFX Supervisor: Ludo Fealy
2D VFX Artists: Peter Philips, Claire Larkin, Alex Kennedy, Gary Kelly, Joseph Holt, Jamie Stitson, Jessica Hayes, Nicole Palucsis and Adam McHale
3D VFX Lead: Ben Thomas and Chris King
3D VFX Artists: Nathan Reynolds, David Fernandez, Johan Barrios and Billy Perry