They’re getting classy these days, UK price comparison websites, and Moneysupermarket.com has raised the stakes a bit by hiring Mother to handle its £25m (media equivalent) creative advertising.
The business moves from Dare whose swan song was quite a nice ad featuring politician John Prescott.
Mother, which seems to have been a bit quiet recently, remains a big player in both London and New York and has beaten off some stiff competition for this one including Bartle Bogle Hegarty and Wieden + Kennedy.
Which leads you to the conclusion that price comparison websites, which used to blast UK consumers with cheapo ads and buckets of cheapo airtime, have seen the light.
The reason is presumably Comparethemarket’s ‘meerkats’ campaign through Chime-owned VCCP and also Gocompare’s noisy Welsh tenor, devised by veteran creative team Chris Wilkins and Sian Vickers.
Mother is quite capable of doing cheap and cheerful with a flash of panache, like its PG Tips campaign featuring Johnny Vegas and that even more irritating monkey. This is amazingly popular for some reason.
Actually this one’s OK, there’s no dialogue.
But for those who think there’s a life outside the big marcoms companies Mother is important.