Gocompare stops tenor Gio Compario from singing

Gocompare.com has gagged its brand mascot and opera singer, Gio Compario, from singing in its future ad campaigns.

However, the singer, played by Welsh tenor, Wynne Evans, will not be killed off by the brand but will continue to feature in different key roles.

Gio Compario is famed in the ads for singing his ‘Gocompare’ theme song and has been the brand’s mascot since 2009. The spots have topped polls as being among the most irritating ads on TV.

Yesterday, Gocompare launched its latest ad, "double dog", featuring Compario in a comical role. The ad, created by Dare, is part of the brand’s ‘Saving The Nation’ campaign.

It features Compario pitching an advertising idea to his Gocompare colleagues, which includes a dog hauling a box with a fake dog attached to it, to save customers from getting a ‘rough deal’.

Ben Steiner and Toby Burnett created the ad, which was directed by Ben Wheatley through Moxie Pictures. Carat handled the media planning and buying for the campaign.

Toby Horry, the managing director at Dare, said: "We're evolving the format again for Gocompare.com. Gio is such a well-known character already that it allows us to do something totally different and I think people will be surprised by what he gets up to when he’s not singing."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, 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
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published