When it came to picking Late Late Show host James Corden as the face of their new ad campaign, there was no confusion for the marketing team of this UK car insurance comparison website.
Corden has become a massive star in the US thanks to his hugely popular ‘Carpool Karaoke’ videos which have racked up a staggering 1.5 billion views on YouTube and attracted celebrities ranging from Michelle Obama to Adele.
This, according to Confused.com, makes the TV funnyman the ‘world’s most famous driver’ and therefore having the ideal profile for promoting their website.
In the new campaign, by ad agency Karmarama, the theme explored is ‘driver wins’, set to the soundtrack of TRex’s Get It On
Corden is seen driving a friend around London and finding a miraculous ‘winning streak’ of green traffic lights all the way.
Nik Studzinski, chief creative officer at Karmarama, said the campaign marked a big shift both strategically and creatively from where the business had been before, referring to Confused.com’s previous long-running campaign using the more gimmicky Brian the Robot.
“In this incredibly competitive category, you need a creative idea with real substance to separate yourself from the rest of the pack.
“We have that, as well as one of the biggest stars of the moment – James Corden.”
Corden has previously appeared in ads for Cadbury in the UK, but that was before his meteoric rise to fame in the US.
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