Confused.com is shifting the focus from politics and culture to the little confusions of everyday life with a new campaign aimed at cheering consumers up after months under lockdown.
Launching today (21 September) the new creative developed by Karmarama, swaps the desert highway for a city street and the everyday confusion of bumping into a stranger and trying to figure out how to get round them.
Running across TV, radio, outdoor, press and digital, the new campaign evolves the 'Year of Confusion' concept focused on broad cultural observations about the likes of Brexit, influencer culture and fake news, into more relatable, everyday scenarios.
“Last year we thought was the most confusing year ever, so ironic,” explains Confused.com CMO, Samuel Day. “We thought there was real good content to be made observing about what was going on around us, but then for this year it was, ‘Where do we take the campaign now?’ because it’s starting to resonate.”
To help define what the next phase should look like, Confused.com undertook extensive customer research, both pre-Covid and during the lockdown.