Droga5 tones down GoCompare's flamboyant opera singer first campaign
Marking Droga5 London’s first campaign for GoCompare since it won the creative account in March, the price comparison site's brand ambassador Gio Compario has been given a radically different role.
Since 2009, Compario has starred as the flamboyant operatic tenor with a distinctive pipe cleaner moustache. Famous for performing the song 'Go compare,' this is the first time Compario will not sing his annoyingly catchy tune.
Now, Compario has retrained as a professional that re-enacts circumstances that lead to real-life car insurance claims.
And in an interesting twist, while Compario gets behind the wheel, Wynne Evans, the Welsh tenor who plays him, talks viewers through how having the right car insurance matters.
‘Tree’ was directed by Jeff Low through production company Biscuit. The outdoor activity includes contextual ads on petrol nozzles at petrol stations around the country to draw attention to how often drivers put the wrong fuel in their car.
Droga5 London won GoCompare’s advertising account in March this year in a pitch against Anomaly and TBWA. Creative had previously been handled in-house.
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Hearts & Science handle GoCompare’s media planning and buying.
Commenting on the campaign, Lee Griffin, chief exec and founder at GoCompare, said: “We are proud to have built a brand which punches above its weight and is readily recognised by pretty much anyone who has turned on a TV or radio at any point over the last decade.
"But our sector has entered a new life stage where shouting loudest is no longer enough, and we want to do more to help people get a fair deal on insurance cover that really works for them.
Adding to this, David Kolbusz at Droga5 London, said: “Some people love Gio Compario, some people hate him. But regardless of how you feel about Britain’s most ubiquitous tenor, you never forget him.
"And so our challenge was to take a valuable brand asset and imbue him with new meaning. Make him a lightning rod for customer pain points and a catalyst for change in the sector. Gio is no longer just a mouthpiece for the brand but a representation of the average Briton and a crash test dummy to boot.