Campaign readers vote in favour of Gio Compario return

Campaign's readers have spoken. A narrow majority of people would like to revive Gio Compario, the brand's opera-singing mascot.

Gio Compario: star of Go Compare TV campaign
Gio Compario: star of Go Compare TV campaign

The poll was posted online for four days last week and 193 people voted, with 104 saying that Gio Compario should make a return to the insurance price comparison site’s advertising, while 89 believed he should remain retired.

Earlier this month, Fold 7 split with citing creative differences as it emerged that the website was mulling reintroducing Gio Compario. The split followed Esure’s purchase of the 50 per cent of that it did not already own for £95 million on 1 April.

Gio Compario first appeared in an ad for the brand in 2009 and was created by Chris Wilkins and Sian Vickers. Wilkins and Vickers have created advertising for many brands owned by insurance mogul Peter Wood, including Esure, Direct Line and Sheila’s Wheels.

Compario, played by opera singer Wynne Evans, became well-known on TV and was voted as the most annoying ad of the past 15 years in a 2015 survey by Toluna on behalf of The Car Burying Service, beating the Wonga puppets.

Later ads for, created by Dare, acknowledged Compario’s irritating qualities and showed celebrities and bystanders attempt to kill the tenor to stop him singing.

When Fold7 took over the account in 2013, the agency created ads that did not feature Compario at all, and instead focused on a team of insurance experts from the fictional Welsh town of LlandofsavingmoneyandgettingtherightdealgogoGoCompare.


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