Gocompare campaign is 'most irritating ad'

By Nicola Clark, marketingmagazine.co.uk, Tuesday, 11 January 2011 08:30AM

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

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.

This article was first published on marketingmagazine.co.uk

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