Revel in the Relief of Tackling Insurance in Confused.com Campaign

Confused.com and new creative partners, Leo Burnett UK have today launched their first creative campaign together. It brings to life the joyous sense of relief when tackling insurance having Just Used Confused.com.

Committed to freeing up consumers from the pain that can come with sorting out insurance, Just used Confused.com uses the medium of whistling to celebrate the familiar yet inexplicable feeling of saving money on insurance.

The campaign takes Confused.com in a new creative direction following the brand’s previous ‘Don’t be Confused, be Confused.com’ campaign, which tackled the overwhelming task of comparing insurances, proving it doesn’t need to be as confusing as it’s thought to be. But today’s campaign shines a new light on the perception of shopping for insurance. It highlights the satisfaction of overcoming the task of buying a new policy and saving money at the same time.

The multichannel campaign will be fronted by a 60” AV and 30” cut downs of a hero film, ‘Whistle’. The film depicts insurance shoppers from all walks of life pursing their lips and effortlessly whistling the joyful tune of Roger Whittaker’s ‘Finnish Whistler’ after quickly and easily buying their insurance.

From the father of a bride giving a wedding speech, to a referee who can’t be flustered and  hundreds of commuters packed onto a train platform, the creative builds to the ultimate crescendo. It feels as though the whole nation is joining in with the whistle and revelling in the infectiously joyous moment of having Just Used Confused.com.

The campaign will be supported by two additional 20” AV executions, ‘Wedding’ and ‘Lift’, and two 30” radio spots, specifically focused on Confused.com’s car and travel insurance offerings. A suite of social activations, including a custom Instagram and TikTok filter that adds the whistle to the faces of potential insurance savers. This will help the campaign reach a range of demographics, including younger audiences.

Just Used Confused.com is Leo Burnett UK’s first work with Confused.com, following their appointment as the brand’s creative agency of record in October 2023. The work was created in partnership with fellow Publicis Groupe agency, Zenith, which handled media and planning.

Maria Howell-Jones, head of advertising and social media at Confused.com, said, “There’s no two ways about it: choosing an insurance policy can be a stressful task. This is something we can all relate to, and so that was our objective - to create something that is relatable. Insurance is one of those life admin tasks that comes around each year and takes time to find the right cover and price. But when you do, it’s such a relief. In using Confused.com, finding your insurance is simple and in the end satisfying, and we want people to know that. This campaign depicts this perfectly and we’re really pleased with the work we’ve done with Leo Burnett to pull this together.” .

Mark Elwood, chief creative officer, Leo Burnett UK, added, “Our first work for Confused.com, and we couldn't be prouder. Creative platform ideas are always stronger and stickier when they're simple. ‘Just Used Confused’ is one of those truly simple answers that sticks in your brain instantly. Then, the creative work: whistling. We're celebrating the feeling of saving money with Confused.com with a little whistle. From AV to TikTok, we're going to be whistling…feel free to join in.”