Gocompare.com's latest TV ad features Sue Barker trying to blow up the brand character Gio Compario.
The spot shows Gio singing his signature song to a young couple. It cuts to a shady character, later revealed to be Barker, taking aim with a bazooka. The work, the first by Dare since winning the business, was created by Colin Smith and Angus Vine, and directed by Big Red Button through Moxie Pictures.
Other celebrities are lined up to take on the role of assassin in later spots. Gocompare.com has been running a teaser campaign for the past week with print and outdoor ads that deface Gio.