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Gio Compario takes on meerkats for GoCompare

August 18, 2012

insurance

GoCompare is due to make some changes to their advertising as a counter move to the success the meerkat campaign has had for Compare the Market.

The new ad will feature an opera singer called Gio Compario. The website gio-compario.com has been registered by GoCompare but, at the time of writing, isn’t currently in use.

The first ad airs tomorrow on UK TV and will feature Gio Compario signing the classic Over There by George M Cohan but will insert the words “GoCompare” into the lyrics.

The new ads will replace the current run which keeps the focus on GoCompare’s star rating system. The stars are actually quite controversial as they edge the “price comparison” service closer towards giving out financial advice. Financial advice is a dangerous thing to give out and requires all sorts of checks and passes (one of the reasons why the Money Lion never does it).

… and for the curious, here’s the actual chorus to Over There. We imagine Gio Compario may simply switch “Over there” with “Go Compare”.

Over there, over there,
Send the word, send the word over there
That the Yanks are coming, the Yanks are coming
The drum’s rum-tumming everywhere
So prepare, say a prayer,
Send the word, send the word to beware
We’ll be over, we’re coming over
And we won’t come back till it’s over, over there

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About Paul Knowski

Andrew is Money Lion's Media Innovations Director. While he's working from Money Lion's second London office.

View all Paul Knowski
  • http://www.insiders-view.co.uk Insurance Blog

    Great bit of marketing from GoCompare. Brave although a blatant copy of the meerkat campaign.
    Watch gio compario .

  • the Money Lion

    Completely agree with you. Shame it is also such an awful concept they have decided to go with.

    While the CompareTheMeerkat adverts have been produced in a cute and endearing manner, which make you want to visit the viral site to see which Meerkat to eat as a starter (oh, that is just me then) the GioCompario one just make me want to eat the TV to shut it up.

  • http://www.insiders-view.co.uk Insurance Blog

    I highly doubt they’ll be able to compete with the meerkat! Or the annoying opera singer. I’ve just added the video:
    Watch the it pays to be confused advert