For the last few years we have all been familiar with the Go Compare adverts featuring Gio Compario, the opera singer played by Wynne Evans. The advert is intended to be memorable – even irritating – to ensure that it stays in your consciousness, and there’s no doubt that it works. I know that when browsing the internet for insurance I always remember Go Compare and Compare the Market/Meerkat purely because of their successful advertising campaigns.
It is their latest series of adverts, however, that leaves a bad taste in my mouth. Having built up Gio Compario over the years they seem determined now to knock him down from the pedestal that they put him on. If I caught my children putting someone down, as Go Compare now seem intent on doing, I’d be very disappointed, and I feel no less disappointed in Go Compare for feeling the need to be so cruel. Watching the adverts feels very like being a party to bullying and I don’t like it.
I appreciate that in the grand scheme of things this is a trivial matter and I’m sure we’ll all move on to the next big thing in the world of advertising in a few weeks, but until then I hope I don’t come across too many more of these adverts.