I’m going to put it out there. I like James Corden.
I did some VO work with him before he went stratospheric and he’s a down-to-earth bloke with a childlike sense of humour, not unlike me. Perhaps that is why us Brits can’t handle quite how famous he’s become. He’s supposed to be one of us, not hobnobbing it with Hollywood A-listers and superstars of the music industry.
He’s Gavin and Stacey and Barry Island, not Kanye and Kim and Sunset Boulevard.
But he’s a British export going down a storm in the States and he attracts the very best of car sharers in his carpool karaoke. Envious he’s hung out with the Red Hot Chili Peppers in his motor? Me? Don’t be silly.
The Big Idea
James’s shunning by a fickle British public the reason he’s been
replaced by Timothy Murphy from Westworld?
laid-back dude, much loved by Netflix, is now behind the wheel of the
Confused.com classic Merc he obviously car-jacked from James whilst
he was paying for the petrol.
Direct Line’s Winston Wolfe ads have rattled it with their
Harvey-Keitel, Tarantino-esque coolness?
James’s work schedule precluded him from fitting in with the .com
car insurance people’s production schedule?
Maybe the .com car insurance people’s budget precluded them being able to afford James’s rising fee?
What They Did
The fact is, it is a backward step for the brand. I know lines like ‘just call me Mister Green Light’ jarred somewhat, but at least I understood what the ‘driver win’ premise was all about.
journey takes us through a dystopian world of out-of-control
consumerism where everyone is trying to forcefully flog us something
we don’t need or want. Passing inflated blimp pigs with ‘BUY’
emblazoned on them to supermarket shelves filled with goods all
branded ‘BUY’, our new guy tells us how confusing it all is.
That might be because he sounds stoned off his nut and is hallucinating badly, not helped by a druggy soundtrack.
it’s a cypher for the online shopping melee that has led to the
decline of our favourite high-street stores sending many into
liquidation, which has now filtered into the myriad car-insurance
offers once covered off by the AA and RAC.
today’s brand-conscious world, we buy into a personality who
represents the values of the brand. Dumping the bright and bubbly
enthusiasm of Corden to go for the laconic delivery of our Tim is a
gamble that might backfire like the old banger he’s driving.
To move from telling me how to win, to telling me not to be confused, is pointing out something I’d rather not reveal as a proud soul who doesn’t freely admit to such character flaws. Yes, I kick car tyres to show my in-depth technical knowledge of a vehicle to save face in front of a mechanic.
does escape his nightmare onto the same road James drove along to get
to Vegas and scoop up some big winnings.
however, in the words of David Byrne, seems to be on a road to
nowhere. I hope for Confused.com’s sake, its new strategy isn’t
on that trip with him. Only time or consumer research will tell.