Confusion leads to clarity in new campaign by Karmarama for

Confusion leads to clarity in new campaign by Karmarama for is helping consumers resolve some of life’s common confusions in a new campaign by Karmarama, part of Accenture Interactive.

'Worlds of Confusion' builds on’s successful confusion-to-clarity brand platform and shows how when you face your confusion you end up gaining a sense of confidence.

With a surreal, dream-like quality, a series of films venture inside the minds of people as they consider conundrums like whether to use ‘affect’ or ‘effect’, or the differences between alligators and crocodiles. In each execution, once they face their confusion, they end up finding clarity. Each film features the iconic blue classic Mercedes and viewers should also keep an eye out for the very first appearance of a guitarist giving visual life to the famous riff, taken from the Link Wray track ‘Rumble’.

The films were produced by MJZ and directed by Nicolai Fuglsig, who was behind the legendary Sony Bravia ‘Balls’ film.

Karmarama, part of Accenture Interactive, devised 'Worlds of Confusion' following a brief to build on the success of the existing confusion-to-clarity brand platform. The creative was developed around insights into how humans make decisions. It highlights the fact that confusion can play a valuable role in life if it is faced and worked through, eventually leading to clarity, with on hand to help.

Samuel Day, chief marketing officer at, said: “Life is full of everyday confusions, and we wanted to take these potential challenges and position them as a force for good, showing that there can be value in questioning things. It’s what prides itself in doing, day in, day out. We want people to be confident when it comes to resolving common confusions and celebrate the feel-good factor of overcoming everyday challenges.”

Nik Studzinski, chief creative officer at Karmarama, part of Accenture Interactive, said: “Confusion. It affects us all (or should that be effects?). Our latest campaign for is a glimpse into the journey we all go on when we find ourselves a little confused and the feeling of clarity that often follows when you find the answer (no, it’s definitely affects).”

The campaign launched on TV on 6 September, and also includes cinema, radio, digital and social activity, which will roll out over the coming months in the UK.


Client Samuel Day, CMO; Maria Howell-Jones, Head of Advertising; Matthew Davies, Advertising Assistant
Agency Karmarama, part of Accenture Interactive
Creative Director Robert Amstell, Matthew Lancod
Creative Paul Crump, Vicki Murfitt
Chief Creative Officer Nik Studzinski
Chief Client Officer James Denton-Clark
Business Lead Eilidh McGregor
Account Director Ollie Greenwood
Account Manager Emily Lupton
Head of Broadcast Production Rebecca Hunter
Agency Senior TV Producer Ben Honour
Agency TV Producer Georgia Middleton
Agency Creative Producer Cassy Bhairo
Senior Planner Dan Cameron
Designer Joel Brunn
Director/Production Co Nicolai Fuglsig/MJZ
Producer Tim Wild
Editor Rick Russell/Final Cut
Post Production nineteentwenty
Creative Director Bill McNamara
3D VFX Supervisor Chris King
3D Team Ben Thomas, Ben Revens, Adam White, Angel Das, Ivan Tomovic, Marcelo Sousa
DMP & Environment Artist Emilis Baltrusaitis
2D VFX Supervisor Rod Norman
2D Team Claire Larkin, Peter Phillips, Yanru Yin, Jessica Hayes, Jamie Stitson, James Russell, Humayun Mirza, David Thomas
Colourist Kai Van Beers
Post Producer Paul Branch
Production Assistant Robyn Borrageiro
Sound Design 750mph
DoP Mátyás Erdély

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