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GoCompare: Deer by Droga5

Agency: Droga5
Client: GoCompare
Date: Jan 2020
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Despite being the most-complained about ad of 2019, racking up 336 complaints to the Advertising Standard's Authority (ASA), GoCompare has unveiled its latest installment of the series - Deer.

Following a similar format to 'Tree' the ad shows Gio Compario, the fictional brand ambassador, working once again as a professional that re-enacts circumstances that lead to real-life car insurance claims.

Deer sees the flamboyant operatic tenor driving down an empty road. Out of nowhere, a deer walks in front of his way, and Compario "swerves out of compassion and straight into peril." Damaging the car in the process of saving the deer's life, the narrator (Wynne Evans - the man who plays Compario) uses this reenactment to emphasise why it is important that you have the right insurance policy for when the unexpected happens.

It will include 30” and 10” TV spots, as well as out-of-home (OOH) and digital out-of-home executions. The TV ads will launch this Saturday (4 January) while the OOH elements, comprising a variety of high-impact locations including motion sites at Waterloo and Euston, launched on New Year’s Day.

This is the second campaign that Droga5 has created for the comparison site since winning the account in March 2019. The first ad, titled, Tree also featured a car accident.

Since it first launched the ASA has received 336 complaints, making it the most complained about ad in 2019.

Complainants objected that the ad trivialised car crashes and that it was offensive and distressing. However, having carefully assessed complaints, it decided that no rules were broken, meaning it would take no further action.


Chief Creative Officer: David Kolbusz

Creative Directors: Ed Redgrave & Dave Wigglesworth

Creatives: Ash Hamilton & Sara Sutherland

Agency Producer: Peter Montgomery

Production Assistant: Manon Rees

Director of Art Production: Monika Andexlinger

Studio Director: Tim Larke

Head of Art: Yassa Khan

Designer: Oliver East

Group Account Director: Jen Knox

Account Manager: Olivia Adamson

Strategy: Dylan Williams & Tim Whirledge

Artworker: John Beechey

Director/Production Co: Jeff Low, Biscuit Filmworks UK

MD: Rupert Reynolds-Maclean

Producer: Kwok Yau

DoP: Simon Duggan

Production Designer: Maruxa Alvar

Editing Company (Offline): Work Post

Editor: Annie Perri

Online Post Production: The Mill

CD/Shoot Supervisor: Barnes Barnsley

2D Lead Artist: Brad Wood

Telecine: James Bamford

Sound Production: 750MPH

Sound Designer: Sam Ashwell