Confused.com brings Britain's Best loved phrases to life

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.

‘Feels like…’ is the latest chapter of the award-winning brand platform, which celebrates the fleeting sense of triumph that comes fromx 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’ 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 were 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 in the UK from 7th August.

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 and build fame nationwide.

Geoff Bull, Chief Marketing Officer at Confused.com, 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.”

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.”

Adeena Grubb and Andy Biddle, stop motion directors, BlinkInk, said: “We knew as soon as we met the agency creatives that we were on the same page in terms of humour. 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.

It’s almost impossible to pick a favourite, but Angry Cow has to take the top spot. He was inspired by Mark from Peep Show, while the pig took plenty of cues from Jeremy. We even snuck in Mark’s iconic creamy elephant sofa and named the characters Mark Cowigan, Jeremy UsPork and Super Lamb. If you’re familiar with Peep Show, you’ll understand why. If you’re not… go and watch Peep Show.

It was genuinely a dream collaboration, and we couldn’t have asked for a better team to make this one with.”

Credits:

Campaign title: Feels like…

Client: Confused.com

CMO: Geoffrey Bull

Head of Advertising: Maria Howell-Jones

Advertising agency: Leo UK

Chief Creative Officer during campaign development: Mark Elwood

Executive Creative Director during campaign development: Andrew Long

Creative Director: Gareth Butters

Copywriter: Matthew Wood

Art Director: Thomas Loveless

Designer: Rupert Knowlden

Planner: Elisa Edmonds

Business Lead: Lauren Martin

Account team: Rebecca Dickens, Jack Masters and Adam Martin

Agency Producer: Helen Choonpicharn

Media agency: Zenith

Business Director: Adam Colton

Group Strategy Director: Zara Bryson

Planning Director: Alysha Fenton

Planning Director: Sean Lyons

Planning Executive: Hannah Staddon

Directors: Andy & Adeena

Production Company: Blinkink

Executive Producer: Ellie Goodwin

Head of Production: Alex Halley

Producer: Rebecca Little

Production Manager: Sandy Liddle

Casting: Lesley Beastall @ Beast Casting

Talent: Joseph Nathan

1st AD: Simon Ashen

DoP: Toby Howell

Focus Puller: Alex Mansfield Martinez

Clapper Loader: Brian Lockyer

Runner: Jim Onyemenam

Runner: Julia Konarska

Runner: Taz Rahman

Gaffer: Jack Lilley

Spark: Josh Stone

Trainee Spark: Pablo Verbeke

Trainee Spark: Alexandre Trillo

DIT: Jayson Hunte

CCTV Op: Tash Farrar

Hair & Makeup: Jolanda Coetzer

Wardrobe Stylist: Taff Williamson

Production Designer: Sean Hogan

Art Director/Buyer: Natasha Guinness

Prop Master: David Dickinson

Props: Nigel Howlett

Construction Manager: Oli Nauman

Carpenter: Ben Poynter

Carpenter: Stu Manning

Carpenter: Jeremy Radford

Model Supervisor: Jason Szukalski

Model Technician: Joseph Szukalski

Model Technician: Jack Szukalski

Puppeteer: Jonny Sabbagh & Will Harper

Puppeteer: Charlotte Dubery

Lead Puppet Maker/ Rigger/Maintenance: Andy Spradbery

Puppet Maker & Maintenance: Emma Niemis

Puppet Maker: Polly De La Croix-Vaubois

Puppet Maker: Alastaire Flemming

Puppet Maker: Tom Astley

Puppet Maker: Rosie Tonkin

Puppet Maker: Anna Marrow

Puppet Maker: Ed Sams

Puppet Costume Maker: Emily Nicholson

Puppet Costume Maker: Kat Probert

Character Design: Mysie Pereira

Concept Design: Siana Park

Storyboards: Joe Totti

BTS: Joe Eckworth

Edit House: Tenthree

Editor: Nick Armstrong

Sound House: Strings and Tins

Sound Designer: Adam Smyth

Post House & Grade: Black Kite Studios

Post Producer: Phil Whalley

Production Coordinator: Luke O'Donnell

Head of Production: Duncan Buxton

VFX Supervisor: George Brunt

Colourist: Tom Mangham

VFX artists: Ludvig Hallenius, Laurence Lavoie