TV ad: Confused.com: BRIAN the Robot 'Lab'

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Confused.com is launching a multi-million pound advertising campaign introducing new brand icon BRIAN, the fastest insurance comparison robot in the world.

The campaign has been created by Publicis London and is part of a wider brand overhaul by the insurance comparison site. The refresh includes a new corporate identity, including a new logo and website, and sees it position itself firmly as the UK's insurance experts.

BRIAN is the embodiment of Confused.com, a technologically advanced, uber-enthusiastic robot on a mission to help customers save money on their insurance.

However, his attempts to help people and integrate with them are hampered by his limited social skills – his understanding of people is limited to what he has learnt online, meaning that sometimes he is enthusiastic at the wrong time or in the wrong place.

The integrated campaign has kicked off with a 40" TV spot, 'Lab', during the semi-final of Britain's Got Talent on Saturday night.

It sees the birth of BRIAN, from his design and build, through to his eventual release into the wider world to save the consumers of Britain money on their insurance.

Further executions will run through the year and TV activity will be backed by radio, press, outdoor, digital and PR. Social and digital elements include pages on Facebook, Twitter and YouTube, as well as Instagram, Tumblr and Google+, where followers will be able to find out more about BRIAN and see the world through his eyes.

The activity aims to underline Confused.com's credentials as insurance specialists, and reassure customers that they will get the best deal for them because of its expertise for all types of insurance, including motor, home, life, pet and travel.

The updated brand reflects the company's successful position as a highly-differentiated, social-integrated and customer-focused company. It is the result of an intensive design and creative process and will appear across all customer-facing platforms, as well as all advertising and social media.