Insurance comparison website Confused.com turns people into helium-inflated versions of themselves in a new campaign.

Devised by creative agency Leo Burnett, the campaign is the next installment of its ‘Just Used Confused.com‘ brand platform.

The marketing drive attempts to visualise the feeling of getting a great insurance deal.

The campaign features a 30-second hero spot, titled ‘Wife’, directed by comedy director Jeff Low.

“Most ads are dreadful. I think these are not. I hope you like them as much as I enjoyed making them with Leo Burnett,” said Jeff Low, Director at Biscuit Filmworks.

The film follows Helen as she floats to the ceiling with joy, as she has saved money on her car insurance. However, she is brought back down to earth after hearing her partner speak to his mother.

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“This campaign continues to turn a simple emotional truth into something brilliantly ownable,” said Mark Elwood, chief creative officer at Leo Burnett UK.

“The moment you’ve sorted your insurance, there’s genuine relief. So, we’ve bottled that feeling, inflated it, and floated it through a few awkward life moments. It’s fun, it’s absurd, and it’s completely Confused.com.”

Two additional spots will be released later this month, titled ‘Dad’ and ‘Neighbour’. In dad, the audience follows Glen as his happiness at finding a good deal is ruined by the news his daughter is getting married.

In Neighbour, a man is interrupted while brushing his teeth. The spots are linked by Roger Whittaker’s Finnish Whistler, which plays at the end of the films. The whistle also plays in the first installment of the brand platform.

It will run in the UK for 12 months across TV, subscription video-on-demand, broadcast-video-on-demand, radio, cinema and social media.

Publicis Groupe agency, Zenith, handled media and planning.