Gocompare campaign is 'most irritating ad'

Gocompare.com's operatic ads have been named as the most irritating in the UK for a second year running, in Marketing's annual poll.

Gocompare.com: named "most irritating ad"
Gocompare.com: named "most irritating ad"

According to the survey, conducted exclusively for Marketing by TNS, 59% of respondents rated Gocompare.com as the most-irritating ad of 2010, up from 56% in 2009.

The campaign, which features the rotund opera singer character Gio Compario,  pipped used-car purchasing site Webuyanycar.com to the top spot. The latter was cited by 48% of those surveyed as the year's most-irritating ad.

The poll also suggests that consumers are tiring of brands' reliance on celebrities in ads.

Cashmygold.co.uk was ranked fourth most-irritating ad of 2010 for its campaign fronted by TV presenter Dale Winton. Elsewhere, former X Factor contestants Jedward's appearance in a TV push for Nintendo led to the ads being named  seventh most-irritating.

Even Cheryl Cole failed to strike the right note for L'Oreal Elvive, which was joint-10th in the table with Microsoft.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published