Confused.com promotes ‘witty’ alternative to ‘traditional’ festive ads

Confused.com is entering the festive advertising fray with what it claims is a “witty” alternative to the “traditional fairytale” adverts shown at Christmas as it looks to amplify awareness at a time usually dominated by retailers.


brightcove.createExperiences();

The price comparison site is launching 10 adverts, featuring brand mascot Brian the Robot, that revolve around humorous moments from an office Christmas party. It riffs on stereotypical rituals from the annual event including cheeky moments on the photocopier and the obligatory “Secret Santa” present exchange.

It will be supported by Facebook and YouTube activty as well as promotions on Instagram, and Google+. Viewers wil also be encouraged to discuss the adverts on Twitter using the #BriantheRobot hashtag.

The campaign, created by Publicis London, runs throughout December with the business hoping it “lightens up” viewers’ Christmas TV viewing.

Joby Russell, marketing director at Confused.com, says: “At this time of year, our TV screens are flooded with festive-themed adverts, talking about the magic and wonder of Christmas. However, we wanted to give our customers something different, a little bit of light-hearted humour to help enjoy the holidays – and what better way to do so than watching Brian the Robot enjoy his first office Christmas party.”

The Christmas-themed campaign marks an unusual step from a price comparison portal. Confused.com along with its rivals normally rein in their above-the-line activty over the period, which is traditionally flooded with adverts from supermarkets and retail brands.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here