next article steers away from Brexit in favour of classic British awkwardness has stepped away from Brexit-based content in its latest campaign, which focuses on relatable everyday confusions.

Created by Karmarama, “I’m” features Being Human actress Rhiannon Harper-Rafferty as she narrates an awkward encounter between two overly polite pedestrians.

The pair step from side to side as they try, unsuccessfully, to walk past each other, prompting Harper-Rafferty to declare: “This world is full of little confusion, but I’m not confused – I’m”

The TV ad launched on the 21st September alongside radio, out of home, press and digital activity.

It was made by Matthew Lancod and Robert Amstell, and directed by Fredrik Bond through Sonny London. PHD handled media planning and buying. 

“People don’t need reminding of how confusing the world is in light of everything that’s going on at the moment,” Samuel Day, chief marketing officer of said.

“This is why we have moved away from broad cultural observations relating to Brexit and sustainability and developed our narrative around relatable everyday confusions that allow us to introduce some wry humour.”

Karmarama is the UK’s most progressive creative agency, part of Accenture Interactive, working across advertising, PR, data-driven communications, mobile platforms and products, digital and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it – Connected Creativity. It is one of the most effective agencies in the UK and has won the DMA Grand Prix for the last two successive years, in 2017 for its work for the Army. It was again the highest ranked creative agency in the Sunday Times Top 100 Companies to Work For in 2020.