Confused.com is bringing some of the nation’s most familiar sayings to life in a new campaign capturing the disproportionately good feeling of having used its online services.
‘Feels like…’ has been devised by Leo UK and is the latest chapter of the “Just Use Confused.com” brand platform, which celebrates the fleeting sense of triumph that comes from conquering life admin, saving some money and feeling, briefly, like a fully functioning adult.
The 2025 instalment of the platform won multiple Golds at Creative Circle and British Arrows, including the prestigious John Webster Award.
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.
In “The Cat That Got the Cream”, a man sorting his car insurance cuts to an ageing, bespectacled cat in a supermarket. After seriously considering whether he deserves a pot of cream, the cat drops it into his basket and reasons: “Cream, double cream! That’s coming home with me that, Meow.”
“Laughing ’til the Cow Comes Home”, meanwhile, introduces Pig and Sheep, two laid-back former university housemates enjoying an afternoon of doing very little while Cow is at his nine-to-five. Pig is midway through a joke when Cow appears in the doorway, briefcase in hand, and shouts: “Oh please don’t stop on my account…”
Completing the trio is “The Early Bird That Got the Worm”, starring a polished and profoundly pleased-with-herself blue tit. Carrying a shopping bag emblazoned with a worm, she struts past a queue of less fortunate birds and announces: “You should’ve set your alarms.”
The characters have been developed with BlinkInk stop motion directing duo, Andy Biddle and Adeena Grubb, 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. First introduced with the launch of the “Just Used Confused.com” platform, the whistle has since grown into an established sonic asset for the brand.
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 nationwide.
The campaign was developed with Zenith, which led media planning and buying. Together, the team delivered an integrated campaign with an effective media mix, designed to elevate the Just Use Confused.com platform.
Confused.com chief marketing officer Geoff Bull said: “‘Feels like…’ takes that small but satisfying win and turns it into something brilliantly over the top. We wanted to continue building ‘Just Used Confused.com’ in a way that felt fresh, funny and unmistakably us. These characters have so much personality and give us a new way to capture a feeling that people instantly recognise.”
Leo UK chief creative officer Andrew Long added: “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.”
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