The ‘Mind-Tickling Confusions’ campaign brings to life everyday confusions as something to entertain, not avoid. Inspired by everyday questions that tickle and amuse, such as “Is a hot dog a sandwich?” and “Why do we struggle to walk on a broken escalator?”, the campaign builds on Confused.com’s existing creative strategy which empowers consumers to question the unknown to find answers.

The campaign kicked off with ‘Piggy Bank’, a 30-second commercial directed by Vedran Rupic through production company Riff Raff, which poses the question, ‘Why did we start keeping money inside pigs?’. 

Rather than giving an earnest history lesson, the film tells the fantastical tale of a thief in the days of yore, desperately trying to hide his ill-gotten gains. Finding nowhere suitable to stash the gold, his attention turns to a pet pig, who steps up to help at his owner’s time of need.

The instantly recognisable Confused.com riff, performed by the late American guitarist Link Wray, is back – but in some very unexpected ways. These films also introduce a new voiceover artist for the brand: comedian Adrian Bliss, whose funny videos have attracted over 11 million followers across his social channels.

At the same time, Accenture Song has created a fresh and distinctive visual world for Confused.com, with a new graphic device – a thought bubble derived from the brand’s logo which appears on the film as well as in other channels.