Confused.com and Leo UK are bringing some of the nation’s most familiar sayings to life in a new campaign capturing the disproportionately good feeling of having Just Used Confused.com.
Each film begins in the real world as someone finishes sorting their insurance with Confused.com. Their relief triggers a comedic cutaway into a heightened world where the feeling is expressed through a familiar idiom, interpreted very literally by a cast of handcrafted animal puppets. The environments and supporting characters were developed and enhanced with AI production tools.
This “Laughing ‘til the Cow Comes Home” spot directed by Blinkink stop motion directing duo Andy & Adeena (Andy Biddle and Adeena Grubb) introduces Pig and Sheep, two laid-back former university roommates enjoying an afternoon of leisure while Cow is at his nine-to-five job. Pig is midway through a joke when Cow comes home, entering the doorway, briefcase in hand, and angrily shouts: “Oh please don’t stop on my account…”
Andy & Adeena helmed the entire package of spots which also includes “The Cat That Got the Cream” and “The Early Bird that Got the Worm”
The animal characters were developed with every detail designed to build their personalities–from the cat’s increasingly necessary reading glasses to Cow’s carefully pressed workwear, and the early bird’s jumper draped deliberately over her shoulders.
Biddle was a lead animator on Wes Anderson’s Fantastic Mr. Fox and Isle of Dogs, while Grubb is a multi-award-winning puppet maker and animation director. Their combined experience in handcrafted filmmaking helped bring the campaign’s familiar idioms to life through characters packed with charm, wit and sharply observed detail.
Each film ends with the line, “Insurance feels better when you’ve just used Confused.com,” followed by the familiar Confused.com whistle, performed by its respective puppet character.
The campaign will be supported by ten and six second edits, alongside radio and social activity, and will run across TV, BVOD, social and radio in the UK from 7th August.
Andrew Long, chief creative officer at Leo UK, said, “We explored lots of ways to bring this campaign to life, but kept coming back to one very simple rule–Funny wins. Leaning into these familiar British idioms gave us a relatable way of landing the universal feeling of relief, while the puppets gave us the charm, personality and comic timing needed to make that feeling memorable. Blinkink then took it somewhere totally brilliant, creating three weird and wonderful little worlds that pull you in and make the whole thing stick.”
In a joint statement, Grubb and Biddle shared, “We knew as soon as we met the agency creatives that we were on the same page in terms of humor. We basically had loads of fun, and we think that shows in the final films. We had an absolute powerhouse of a team bringing our cross-eyed weirdo characters to life.”
