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7 September 2021

Cause and correct.

by Syd Briscoe


confused.com: “Affect or Effect” - 30s

This entertaining ad for confused.com clears up confusion for viewers in more ways than one. Rather than the insurance comparison service which is the advertised brand's bread and butter, a bloke has his vocabulary enhanced by a mysteriously verbose figure who pops up in his subconscious. Clippy the Microsoft Word paperclip, we hardly knew ye.

It's a functional ad in more ways than one, providing insight into what the brand offers while also clearing up a common misconception. Viewers may find themselves referring back to the clear and amusing effect/affect demonstration in times of need, which is certainly one way to assure your brand stays lodged in audience memory.


Creative Agency: Karmarama Ⓟ Ⓦ
CCO: Nik Studzinski
Creative Director: Robert Amstell / Matthew Lancod
Creative: Paul Crump / Vicki Murfitt
Senior Producer: Ben Honour
Agency Producer: Georgia Middleton
Cinematographer: Mátyás Erdély
Editor: Rick Russell Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: Bill McNamara @ nineteentwenty Ⓦ
Colourist: Kai van Beers @ nineteentwenty Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ
Music Production: Mr Pape Ⓟ Ⓦ

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