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By Amy Houston, Senior Reporter

May 3, 2024 | 3 min read

You’ll have a tough time not whistling along to this short. It’s an upbeat, memorable and fresh approach for Confused.com, landing it as our top ad today.

Confused.com has revealed its new brand position ‘Just used Confused.com’ that utilizes catchy whistling to grab attention. Cleverly, the jingle is a bona fide earworm, making this new approach memorable as well as fun.

It’s the debut campaign from ad agency Leo Burnett, which has infused the brand with a healthy dose of humor and originality. From the father of a bride giving a wedding speech to a referee who can’t be flustered and hundreds of commuters packed on to a train platform, the spot builds up to a crescendo. There is a sense of collaboration in the ad, almost as if the whole nation is joining in with the whistle.

In a sector often characterized by dry and mundane advertising, the charismatic spot offers a breath of fresh air to viewers. It modernizes the way insurance is marketed, injecting a much-needed dose of energy and excitement by reimagining the brand’s position.

The combination of humor and originality is a bold move and one that is bound to be memorable for a wide-ranging audience of potential customers.

According to the brand performance platform Kantar Marketplace, this ad is highly likely to improve overall consideration for the financial services company, ad garner a strong purchase intent. Viewers found this ad enjoyable but didn't find it extremely impactful overall.

Credits

Campaign title: Just Used Confused.Com

Client: Confused.Com

Head of advertising and social media: Maria Howell-Jones

Advertising agency: Leo Burnett Uk

Chief creative officer: Mark Elwood

Executive creative director: Andrew Long, James Millers

Chief production Officer: Emily Marr

Creative director: Gareth Butters

Copywriter: Conrad Swanston

Art director: Alex Bingham

Designer: Rupert Knowlden

Planner: Nicola Willison

Business lead: Lauren Martin

Account team: Rebecca Dickens, Nicola Kuan, Zainab Raji

Agency producer: Helen Choonpicharn

Media buying agency: Zenith

Media planner: Ingrid Leddin, Jade Holmes

Production company: Mjz

Director: Matthijs Van Heijningen

Editor: Russell Ike @ Whitehouse

Producer: Donald Taylor

Post-production company: Black Kite

Audio post-production company: Sam Robson @ No8

Photographer: Tom Cockram

Photography production: Prodigious

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