About this advert
Go Compare.com silent movie TV advert
25 January, 2011,
Daisy Pratt's view
When it comes to adverts that make you want to put your foot through the telly, nothing compares to the Go Compare opera singer. Larger than life opera singer Gio Compario is the star of the Gocompare TV adverts. Gio pops up in the most unexpected of places and, through the medium of song, reminds people of the need to shop around for their car insurance. In the latest advert from a series of affectionate film genre spoofs, the recent advert pays homage to the silent movie era of the Keystone Cops and Buster Keaton. Premiering on Christmas Day across all national commercial TV channels, (as a “gift to the nation”) Gio Compario doesn’t get to sing (!) In 2010 the commercial for the price comparison website was voted the most irritating on TV, however it’s fair to say that Gio Compario has become one of the most recognisable and talked about figures on British television. Whether you’re an opera fan or not this campaign has made a massive difference in terms of brand awareness and recall and that has translated directly to a big uplift in site traffic (according to Gocompare). Launched in 2006, Gocompare.com’s TV campaign is still managed by their in-house marketing team, something for them to re-evaluate in order to stop irritating the nation perhaps? Obviously attempting to emulate the fantastic success of CompareTheMarket’s meerkat campaign, GoCompare use a similar tactic of being annoying yet memorable. Definitely a love it or hate it scenario – what are your thoughts?
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