Droga5 London’s first campaign for GoCompare heralds a new direction for the brand and sees brand mascot Gio Compario in a radically different role.

In “Tree,” the first in a series of TV ads, Gio Compario gets behind the wheel and re-enacts the circumstances that led to real-life car insurance claims, while Wynne Evans, the Welsh tenor who plays him, talks viewers through how having the right car insurance matters. 

The campaign promotes a new offer from GoCompare where qualifying car insurance customers receive free excess coverage worth up to £250 when they buy or switch insurance through the comparison website. 

“Tree” was directed by Jeff Low through production company Biscuit, with a second spot to follow.  

David Kolbusz, chief creative officer 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.

Credits

Client GoCompare Agency Droga5 London David Kolbusz, chief creative officer; Ed Redgrave, Dave Wigglesworth, creative directors; Ashley Hamilton, Sara Sutherland, creatives; Peter Montgomery, producer; Manon Rees, production assistant; Yassa Khan, designer. Production Biscuit Filmworks Jeff Low, director; Kwok Yau, producer; Simon Duggan, DP. Editorial Annie Perri, editor. Postproduction The Mill Sound Design Sam Ashwell, sound designer.

MySHOOT Profiles