GoCompare beheads Gio Compario for Halloween

Price comparison site Gocompare.com has launched a special Halloween TV ad featuring a headless Gio Compario.

The 'Ghost Appearance' ad is set in an Elizabethan manor and features two security guards guarding expensive jewellery.

A ghostly looking Gio appears through the panelled walls with his head tucked under his arm.  He is joined by a duo of headless Tudor ladies and backed by a chorus of ghostly voices while Gio dances with a pair of skeletons, the ladies make off with the jewels.

The ad launched over the weekend and was created by Gocompare.com's in-house marketing team. The creative concept was developed by Siân and Chris Wilkins and the production company was Groundglass.

The ad will run simultaneously with Gocompare.com's current 'Stone Age' car insurance ad, in which Gio rocks-out with animal skin bikini-clad cave girls, a pterodactyl and a woolly mammoth.

Media buying and planning is handled by MEC. GoCompare's £28m media account is currently up for grabs after a review called in September.

Nick Hall, Gocompare.com's head of marketing, said: "This ad was a lot of fun to make and hopefully we can give people a laugh over the Halloween period, with something a bit topical.

"We have tended to focus on car insurance with Gio but we have a very strong home insurance offer. Now that the dark nights are drawing in, people need to be a bit careful about exactly who may be 'ghosting' into their home."

Follow Sara Kimberley on Twitter @SaraKimberley