Campaign Review: Go Compare

 Agency: DARE

The reason I don’t like the Go Compare adverts is not what many have complained about. Claims of trivialising weapons, in the light of many deaths of our soldiers at war or accusations made by Samaritans that the advert humours the subject of suicide are not the issue. Most cartoons on TV would be taken down if we started censoring programmes children watch to that degree including Tom & Jerry.

Instead, my dislike stems from the production of the advert. Through the previous campaign, the brand had cleverly augmented itself a position through its creation of the annoying character of Gio Compario. Dare had the opportunity to listen to the cries of the public to take them down a journey to remove the character from TV screens. Instead the offering is awkward at best, with tedious links to minimal celebrities and what looks like highly-censored acting. It seems as though Dare has missed an opportunity to create a resonating campaign with its target audience and a final removal of the character. I feel the brand is trying to extend the product lifecycle of the Gio which inevitably should come to an end. It’s a shame as this should have been an exciting era for the public to engage with the brand; however it has raised problematic areas of discussion.

What do you think of this ad? Agree or disagree with me please let me know on Twitter @nickwilliamgale or leave a comment.