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GoCompare unveils Monster Bill, a grizzly antagonist for its long-time tenor mascot

GoCompare is a brand built on the power of its mascot, the memorable tenor Gio Compario, but after almost a decade at the helm, the price insurance firm has provided him with a rival in new character Monster Bill.

The character is described as a money-hungry critter and will be dispatched by Compario in the ad that was produced by the PI Film Network. Further to this the spot was directed by Chris and Sian Wilkins, Cliver Tickner and the late Graham Rose.

With the creative, Compario is somewhat realigned from an annoyance to be obliterated to a protagonist who purges the ad of new baddie Monster Bill, who was created by VFX company Framestore.

Richard Harris, chief marketing officer at GoCompare, said: “We’re excited for people to see Monster Bill, and I think he’ll be the perfect foil for Gio Compario. GoCompare exists to help people save time and money. Monster Bill is the personification of people’s real-life bills, and how much inertia could be costing them. We want to help people fight back against their own monster bills and keep more money in their pockets.

“Over the past few months, our team has worked hard to update GoCompare’s visual and brand identity to reflect the mission and culture of our company. Our new campaign, which will run across TV, radio, print, online and social media, is the next step in this journey and we can’t wait to see the reaction.”

Monster Bill debuted on TV Sunday 24 September during ITV’s flagship show the X Factor.

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