GoCompare's 'Saving the Nation' Campaign

If being rather overweight, consistently inappropriately formally attired, and utterly incapable of communicating in any way other than an enthusiastic tenor wasn't bad enough, Gio's creators have unceremoniously turned against him. Dr Frankenstein, having created this sensational monster, has effectively joined the pitchfork-rabble in calling for his blood.

Portly operatic ad-fodder Gio is the face (but mostly voice) of GoCompare's market comparison website. He is also renowned for being one of the most annoying personalities on television. The ads are appallingly grating, particularly as the lyrical catchphrase earworms you for hours afterwards. Nothing quite makes a social pariah like quietly singing "Go Compaaaaaaaare" at a crowded bar or in the antenatal unit. Indeed, GoCompare topped Marketing's poll of the most irritating ads voted for by the public in 2009, when he first appeared, and again in 2010.

Gio Compario: more irritating than Claudia Winkelman's baby-voice,  Ricky Gervais' laugh, and Richard Hammond's fashion sense, combined.

But, well done GoCompare! Yes, they've irritated millions of people on a daily basis with their ghastly theme tune, but they've also engaged millions of people into both recognising and discussing the brand. Standing up against the titan of Compare the Market's meerkats, GoCompare has done exceedingly well in carving out their own space in consumer's minds (possibly next to the theme from Superted and just behind the lyrics to Bare Naked Ladies' "One Week").

Recently, in the new line of GoCompare's adverts running since summer 2012 by agency Dare, GoCompare have suddenly become the playground bully; in these adverts Gio is blow up, beaten up, and even sucked into a black hole. It's the almost spineless 180 they've pulled in their creation that has affected me. Now, obviously Gio is a character- not a real person- and is likely not experiencing mortifying parental disassociation issues, I get that, but I can't help feeling disjointed over GoCompare's triumphant stance on the situation. It's like someone creeping into your room, sneaking under your covers, then slapping you with a live, venomous snake on you bare legs, which they then leave on you, before announcing "Don't worry, I'm a venomous snake specialist and I can rescue you! Give me some money". Or like having a best friend with a speech impediment who, when the bullies close in on whilst on doing Chrith Eubank impressionth, you turn your back on him, grab a pimping cane, and join in the mockery.

GoCompare: lizard-faced cowardly fist-wringing bush-lurker?

Nick Hall, head of marketing at GoCompare, said: "Since we introduced him in 2009, we have had a lot of fun with the character and previous ads have shown this, but the next evolution allows us to take the campaign a step further. We know a lot of people find the character irritating and this is us saying 'we get it'.  I think it is a very confident campaign and it delivers a strong message – GoCompare.com is dedicated to ‘Saving the nation' both time and money."

 

These adverts are not about killing off Gio, they're about keeping him alive; there's still some milk in them teats! [Suckle, you cur! Suckle!] This campaign of nodding to the audience with a "we get you" is arguably a way of keeping the slogan alive and GoCompare's mindshare consolidated. The slogan is still valid, people are still annoyed by it, so why get rid of it?

It could be that it's just not funny- perhaps the celebrity cameos feel forced and contrived [they definitely are forced and contrived]- or maybe in a past life I was a persecuted overweight struggling tenor in 17th Century Italy, mocked for my uncanny ability to spot the best prices on gaudy tapestries and pig bladder condoms. But, I can't help seeing the the campaign as a thinly veiled way of GoComapre saying "Don't worry Mrs Public, we're on your side- we'll get that grotesque lung-warbler for you," whilst simultaneously slowly and carefully driving a thin screwdriver laced with earworm eggs into the side of their skulls...