Gocompare.com appointed London-based Fold7 as their new advertising agency back in November after the usual “competitive” pitch. Now, following a segue ad launched on Christmas day in a primetime spot during Downton Abbey, comes Fold7’s first full campaign for the price comparison site.
Fold7’s new campaign will officially launch on New Year’s Day and “will herald a new dawn for the brand whose previous advertising had divided the nation with their larger than life character Gio Compario.” Compario is pushed to the background for the new spot, playing the part of a bus driver taking a tour group to a rather exhaustively named land. They reference Go Compare’s old approach by opening the ad with Compario humming “Over There,” before flipping on the radio.
The whole tour group approach is a little strange, with passengers talking about going to …Go Compare to save on car insurance or check out credit card deals as if it is an actual place nestled in a lush green countryside. While the new approach is a little curious (as is the painful final line in the ad), it should be a relief to those annoyed by the more flamboyant Gio Compario spots, which, I suppose, is the whole idea. Fold7’s campaign seems a good deal more low key: talking, rather than yelling (or singing), about gocompare.com’s services.