"Wife"

12 May 2025

30s

more than hot air.

The endlessly inventive director Jeff Low has a remarkable knack for maximising the attention-grabbing qualities of a script, and he's done it again here on behalf of confused.com. That's not to take anything away from Conrad Swanston and Alex Bingham who scripted this, but they must've been pretty glad to secure the services of Low in his current form.

As we've remarked before, this is a brand whose very name was an internet meme before many of us had even heard the phrase 'internet meme'. Despite this, it has often struggled to establish an identity as a brand, and whatever legacy it possessed from its high name recognition seemed to be in danger of being squandered.

It's gratifying then that the current campaign finally seems to be getting something going, and this execution represents a significant step in the right direction. It may not be possible to vanquish the all-conquering meerkats, but confused.com must be rising through the ranks in this sector.

UK

Insurance