Gocompare picks Moneysupermarket’s old agency Dare to take on Gio Compario challenge

It’s a bit of a merry-go-round in the world of price comparison websites and now Gocompare.com (and its infamous tenor Gio Compario) has appointed Dare to handle its £28m creative account. Dare handled rival Moneysupermarket.com until it lost the account to Mother last March.

This means the end of the road (for now) for husband-and-wife creative team Chris Wilkins and Sian Vickers who launched Gio onto an unsuspecting world (with the help of veteran director Graham Rose). But the talented duo, who also devised the equally post-ironic (we’re being polite here) Sheila’s Wheels insurance ads, will surely pop up somewhere else.

Alarmingly Gocompare says it plans to keep Gio, who is surely well past his sell-by date, calling him an “iconic character.” Here’s what we fondly hoped would be Gio’s last appearance, this time directed by animation wizard Richard Bazley.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.