Ad of the Day: Leo Burnett’s first spot for Confused.com is a joyous whistle-along
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