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Confused.Com Builds on Campaign Success with Slick New Driver

Creative 2.6k Add to collection

New comedic TV ad developed by Karmarama promises to connect with customers with evolution from ‘Be’ to ‘I’m’

Confused.Com Builds on Campaign Success with Slick New Driver 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’s new driver, replacing Timothy Murphy. Rhiannon delivers a bold performance as she personifies the effortlessly cool, calm and confident customer, declaring “I’m not Confused. I’m”.

The new creative by Karmarama, part of Accenture Interactive, is an evolution of the ‘Don’t be Confused. Be’ 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’ 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’s blue Mercedes and drives off into the distance – an intrinsic feature of the brand’s adverts recognised by viewers.

Samuel Day, CMO of, says: “More and more customers are buying in to ‘being’ 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’ 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 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”

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CMO: Sam Day

Head of Advertising: Maria Howell-Jones

Advertising Assistant: Matthew Davies

Creative agency

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

VFX Producer: Emma Shuster

DMP Artist: Valentin Petrov

Colourist: Kai van Beers


Music Company: Future Perfect

Sound Design: Sam Ashwell for 750mph

Categories: Insurance, Finance

Karmarama, Mon, 21 Sep 2020 16:13:18 GMT