takes fight to MoneySupermarket with Karmarama’s Corden

Karmarama scooped the £40m business earlier this year following its appearance as a ‘wild card’ in a pitch that also included TBWA and Wieden+Kenedy. Wonder what they thought. The business moved from Publicis London which had offered us Brian the ‘dogging’ robot.

Moneysupermarket and its “You’re so..’ campaign from Mother has been kicking sand in the faces of its rivals these past years and Karamarma is essaying a similarly noisy call to action in its first campaign, targeting car owners and buyers (and therefore money), featuring Late Late Show host and comic actor James Corden.

Corden drives various celebs around LA on the Late Late and Karmarama has nabbed some of that idea to show how you can win with, just like cuddly multi-millionaire Corden.

Will supporters of and MoneySupermarket end up fighting in the streets? The whole genre is teetering on the absurd – they’re only price comparison sites after all. But it’s interesting to see a big market where it’s, still, all about the ads.

This one is somewhat derivative then and relies on those two old standbys, a popular celeb and a winning tune from the 1960s.

But sometimes it’s best just to do the obvious.

Karmarama is looking a more rounded proposition since it recruited Droga5 refugee Nik Studzinski and some other seasoned creatives.

MAA creative scale: 7.

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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.