When UK price comparison site Gocompare.com moved its ad business from Dare last autumn the smart money would have been on RKCR/Y&R, an accomplished member of the British agency establishment but one that has been a bit short of new business recently.
But Gocompare chose Fold7, an integrated agency that has produced some decent work for Carlsberg. The key to Gocompare is that it’s avowedly Welsh: founder and boss Hayley Parsons hails from the principality, it’s headquartered in Newport and for years its ads have been fronted by Welsh tenor ‘Gio Compario,’ regularly voted the most irritating component in UK ads.
Well Gio makes a fleeting (quiet) appearance in Fold7’s debut campaign (no doubt he’s become a brand icon, or something) and the Welshness of it all is ladled on with a trowel. So Fold7 obviously knows its client.
Which is fine here although how they’ll sustain the Welsh theme is a challenge surely. What’s the betting that the next one features a Welsh rugby player? Or maybe Katherine Jenkins.
Tom Jones’ Green Green Grass Of Home (Tom is also Welsh, of course) makes a soothing backdrop. Although the back story to this country and western tune is that of a man in the condemned cell waking up on the morning of his execution. But I guess most people who see the ad won’t know that.