The creative and strategy recently seems to have changed too, nothing too unusual about that, to be expected really.
But, I’ve just seen one of their new TV commercials (“Jeans” – below) and I just don’t get it.
Now, don’t get me wrong, the concept I do get – use Confused.com and save a load of money.
It’s the item and the person that seem a little bit confused. If it’s the man wishfully looking at the thing he could have bought with the money saved, it should be something for himself, or if it’s for the ‘better-half’ surely it should be something that he would have an interest in her wearing, say… lingerie, or a lovely dress. Jeans however just seems a bit mundane.
I don’t know any bloke that’s thought, “I bet she’ll look great in a pair of jeans”.
A gorgeous dress, yes.
A pair of jeans, no.
She might like a pair of jeans, but she’s not the one being kept awake at night wishing she’d used Confused.com to save the money to buy them. And as they’re trying to say that everyone will (could) save (over) £150, they’re a very expensive pair of jeans. A few shopping bags might have been better, as if she’d been on a shopping spree with the money she’d saved – that would be if she was the one lying in bed awake at night thinking about the money she could have saved if only she’d been smart enough to use the site.
But she’s not.
It’s her fella thinking of jeans she might like.
The advert is then backed up by print (nothing wrong with that) but sadly the billboards are, errr, what shall we say, “somewhat less than exciting?”
As you can see, it doesn’t exactly get the pulse racing does it?
Will it work? I suspect not particularly.
Creatively, are they lagging behind the pack? Yep.
They are confused and I certainly am.
// Image: photo of the Confused.com print advert lovingly ‘nicked’ from Mike Cheshire’s blog, I am Mix