The Drum Awards Festival - Official Deadline

-d -h -min -sec

Creative Creative Works Gocompare

GoCompare reprises car crash ad that became the most-complained about advert of 2019


By Imogen Watson, Senior reporter

January 3, 2020 | 3 min read

Despite racking up 336 complaints to the Advertising Standard's Authority (ASA) (making it the most-complained about ad of 2019) GoCompare has unveiled the second installment of its accident reenactment series.

GoCompare Deer 2020

GoCompare Deer 2020

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.

Discussing the second installment of the ad, Marsha Riley, vice-president of brand preference at GoCompare said: “We work hard to help people get a fair deal on insurance that really meets their needs so that they know they will be taken care of should they ever need to make a claim.

“Our latest ad demonstrates our belief that you need the right cover, not just the cheapest. Car accidents are no joke, but they are an unfortunate reality, and having the right policy can make the financial consequences a lot less painful.”

Adding to this, David Kolbusz, chief creative officer at Droga5 London commented: “with ‘Deer’, we add to the original message that you never know what form the unexpected might take, and have Gio share the limelight with a cute deer. As before, we base our advert on a true story, and use this to warn viewers of potential motoring hazards.

GoCompare: advert-body-1 by Droga5

By GoCompare

Overall Rating 3/5

Vote now
Creative Creative Works Gocompare

More from Creative

View all


Industry insights

View all
Add your own content +