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Confusion Reigns Supreme in Aoife McArdle’s Brilliantly Chaotic Ad



Editors’ Choice: Sons of Anarchy stars in Karmarama spot produced by Somesuch

Confusion Reigns Supreme in Aoife McArdle’s Brilliantly Chaotic Ad has evolved its driver centric strategy to reclaim its position as the founder of UK price comparison, leading drivers from consumer chaos to clarity.

Established in 2002, is reclaiming its legacy as the UK’s original car insurance price comparison website, by going back to its founding principle: help people navigate the noise, clutter and confusion when it comes to the hundreds of insurers fighting for attention.  

The brand’s new direction cuts through an ever-expanding world of consumer choice and noisy marketing gimmicks which are synonymous with the sector. 

The new campaign, created by Karmarama and directed by Somesuch’s Aoife McArdle sees the brand step forward from its competitors with a point of difference, shunning the brash and erratic language of the category in favour of a refreshingly clear, confident and altogether more helpful tone. The message being: Don’t be confused. Be

The new campaign launches with TV creative fronted by Irish actor and Sons of Anarchy star, Timothy Murphy. The screenplay sees the driver (Timothy Murphy) glide through an oppressive world of consumer chaos like a hot knife through butter. The driver drifts seamlessly past layer upon layer of chaotic and confused scenes – frenzied market places, overexcited news anchors, online video ‘experts’ and product after product in surreal outside stores. Murphy passes through, observing the chaos while he completes his journey unphased, residing within the calm interior of’s iconic blue car. The intense and impactful cinematography was directed by Irish film director Aoife McArdle, who has produced commercial work for Honda, Samsung and Audi.

The new direction comes after Sam Day took the driving seat as’s Chief Marketing Officer. Sam joined earlier this year from the RAC and with a 20-year career portfolio demonstrating success in marketing roles at other motoring and tech brands, such as the AA, Microsoft and HSBC.

Sam will oversee the disruptive ‘From Confusion to Clarity’ campaign and launch of ‘Don’t be confused. Be’ mantra, as it is integrated across the brand’s marketing channels. This will include a radio partnership, brand amplification across social media, out of home advertising and a PR campaign.

Commenting on the new advert, Sam Day, Chief Marketing Officer at said: “ launched in 2002 with a clear mission – to navigate the noise, clutter and confusion when it comes to a sea of insurers fighting for our attention. But since then, price comparison websites have become part of the problem. And we’ve listened. We’re putting the brand back at the heart of the campaign to lead drivers on a clear road through consumer chaos. The message is clear: Don’t be Confused. Be”

Nik Studzinski, Chief Creative Officer at Karmarama, said: “Our latest campaign for aims to cut through the clutter of the comparison website category. Enough of the confusion makers. What we all need is simplicity and clarity. That’s why was created in the first place, 16 years ago, and that’s what makes it even more relevant and necessary today.” 

The TV creative first airs on 17th August marking the launch of the campaign.


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Genres: Dialogue, People, In-camera effects, Scenic, Comedy

Categories: Finance, Price Comparison

Accenture Song UK, Fri, 17 Aug 2018 10:07:17 GMT