Confusion reigns over what’s gone wrong with’s ad campaigns of late. The confusingly named comparison site contributed an unsightly blemish to the otherwise handsome results posted by parent company Admiral this week.

Where once an attention-grabbingly quick-cut shouty man shouted about how confusing finding cheaper car insurance was and how could make it less confusing for us, faux-reality idiots now blather forgettably about how they bought some insurance online whilst remaining apparently clueless.

Surprisingly, were surprised their ads made so little impression and – on the back of a 20% fall in profits – are now having a little rethink.

“Confused has responded quickly,” a spokesperson claimed, “pulling back on TV spend in the middle of 2010 in advance of rolling out a new campaign in the second half of the year.”

Certainly the ads are duds, but maybe the problem runs brand-deep. Maybe now we take comparison for granted, the whole ‘insurance-for-dummies’ style confused thing has run its course and just sounds naff and patronising.

Just a thought.


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