I don’t know about you, but I’m confused by confused.com’s latest TV Advert. Hundreds of cartoon people dance about the screen, seemingly all on E and loved up with each other, singing, “Can anybody find me-e-e-e-eeee, somebody to love?” followed by the strapline, “Eighteen million members and growing!”

I’d always thought confused.com was price comparison site. They’d spent a fortune in advertising to convince me that they were. I could even have told you they were mainly an insurance comparison site. After endless repetition, this new campaign finally convinced me that I’d got it wrong all these years and that confused.com was in fact a dating site. I couldn’t see any other meaning to their ad.

Today, I heard the ad running in the background, and had to go and check. Sure enough I was right all along, it’s an insurance comparison site. But I shan’t be using them. If they don’t know what business they are in, who should?