It's a curiosity of our time that ad mascots have taken on a life of their own, with families, jobs, motivations and desires. True, most of them are determined to save us money but the price-comparison mascot insanity has reached its apotheosis with a character from the CompareTheMarket adverts being metaphorically killed off during a Christmas Day ad break. So much so that some poor chap from Coronation Street was pressed into writing a quote comparing a CGI Russian infant meerkat to Hilda Ogden.
A few years ago, when the industry - certainly the ad campaigns - were relatively new I conducted a poll to see which adverts people preferred, from a list that included Omid Djalili (then fronting Money Supermarket ads as HaggleHero), the laughable Cara Confused, original viewer-bothering Gio Compario and Aleksandr Orlov, the meerkat. The latter was the runaway winner, so it should come as no surprise that he's the only survivor of the class of 2011.
It's interesting - and instructive - that most of the adverts I embedded back then have been deleted or removed by the official Youtube accounts of the respective comparison sites. Ad mascots have the lifespan of a mayfly and, after they've been disposed with, it's as if their former champions are somehow embarrassed by them - in the way that you might de-tag yourself from the pictures of an ex you'd rather not be associated with.
In the case of Confused.com I'm sure that's the case with Cara (now retired to Barbados, apparently - probably in the same way that Edward VIII was sent off to some remote colony), an in-house creation who had jiggling breasts, a magic vagina, swivel-eyed followers and starred in a set of adverts that just baffled the hell out of viewers. In the end, inevitably, they did the sensible thing and opted for bringing an agency onboard.
Meanwhile MoneySupermarket has never really settled on a theme or coherent message - I'm uncertain when the this is a deliberate choice and I'm also unsure whether this is a good idea. The meerkats stagger on, but I sense their end may not be far off. Perhaps the expense of a rebrand and the money you have to chuck at them suggests it's not worth the effort - if it ain't broke, why fix it? - but in the fickle world of advertising loyalties can change quickly. What is certain, when you compare them to the class of 2011, is how much more sophisticated they are.
Normally the idea of this website is to go for the jugular, but in this case I think asking for favourites provides more of an insight. Either way, I'm throwing it out to the floor - which is the best price-comparison site advert? You tell me.
Go Compare - Go Go Power
With comparison-crazed tenor Gio Compario put out to pasture, Go Compare's offerings have morphed into a team (Mick, Mike, Glynn, Leo and Julie) that live in an (unpronounceable - surely not a good thing?) Aardman-animation style Welsh town and are determined to safe you money while ticking demographic boxes. Price-comparison sites are stratifying their offerings into house, car and pet insurance these days so expect more of this sort of thing going forward as the gang get into crazy scrapes and dear God make it stop already.
What they say
“Over the last year we have introduced audiences to the various characters who live and work in the Llandofsavingmoney, all of whom specialise in finding people the right deals on various insurance, money and energy products. With this advert we want to bring them all together and demonstrate how, as a team, all of us at Gocompare.com work harder to help our customers.”
"Gocompare.com is dedicated to going the extra mile for its customers and we wanted this campaign to reflect that through the characters who live in LlandofsavingmoneyandgettingtherightdealgogoGoCompare. They’re the super heroes of price comparison.”
CompareTheMarket - Farewell Baby Oleg
Still no sign of this thoroughly shagged-out series coming to an end, though Baby Oleg stayed with the rest of the Meerkat Manor troupe on Christmas Day. You can still get one of the sodding toys if you buy car or home insurance – or switch energy – through CompareTheMarket though. Or get fifty quid by doing it through Quidco. Props to CompareTheMarket for including a homosexual family unit as the stars of their ads, mind.
What they say
In “Farewell”, Sergei and Aleksandr bid a tearful goodbye to Baby Oleg, exactly twelve months after he first landed on their doorstep. Oleg, who has found his true home with his fellow meerkats, will be staying in Africa, while Aleksandr and Sergei return to Meerkovo.
MoneySupermarket - Epic Elephunk
Having dispensed with Snoop Dogg, Patrick Stewart and Omid Djalili, we've now got a talking be-afro'd baby, a giant CGI elephant and some recognisable funk – MoneySupermarket's new ads are a bit throw-everything-at-the-wall and that's never that memorable, despite claims of epicness. Apparently Graeme is here to stay though and we're being asked to name him elephant. I vote Dumbo.
What they say
“We play an important role in saving households as much money as possible and our ad campaigns strive to show how epic it is to save with us. In Graeme’s case, this feeling propels him to take the wheel aboard an enormous African elephant as he dances through the streets of New York in the glare of dumbfounded drivers. It continues the fun and uplifting element of our previous campaigns and should encourage the nation to keep saving on their bills with us and feel great about it.”
“Our ambition was simple: to make the most epic MoneySuperMarket film yet. To achieve that we turned to some key ingredients. We took the badass swagger of Samuel L Jackson in Pulp Fiction, the strut of John Travolta in Saturday Night Fever, a sprinkle of Michael Jackson in Billie Jean, served with the Single Ladies attitude of Beyoncé - and channelled them all into a 15ft African Bull Elephant and a slightly fat bloke from Coventry. We still can't believe that we get paid to do this for a living.”
Confused.com - Brian Gets Captured
While Brian isn't interrupting dogging anymore this ad seems to be fairly openly ripping off Short Circuit 2, which isn't a bad thing. We've also got a squadron of robot mates (The Herberts), who can be hived off into their requisite house/car/pet/energy silos. Repeated surveys show there's a powerful recall for these series of ads, which isn't especially surprising given that most of the adverts consist of the mascot interrupting blowjobs or simply repeating the URL over and over.
What they say
"This is an exciting new chapter in the Brian the Robot story. We are delighted to introduce the Herberts, Brian’s team of sidekicks, to the British public. We are looking forward to an eventful year ahead as the Herberts and Brian’s story unfolds."
Funny thing coincidence, eh? On the day when the following search query directed someone to AdTurds:
when are they going to get rid of that annoying go compare advert. it has been driving my wife mad for the last 2 years?
...it was announced that Go Compare is to review its advertising account, quite possibly spelling the end for the fat opera bell-end.
Go Compare has, for me, just become a kind of buzzing noise that is faintly irritating but I've managed to push into my subconscious. Not so AdTurds readers, who are still driven to spitting fury by the seemingly never-ending production line of utterly terrible adverts.
In the face of the seemingly unconquerable meerkat, Confused.com's determination to push the bounds of gynaecology and MoneySupermarket virtually throwing money at people to use its services, time may be called on Gio Compario and his rather boring antics.
Here's what The Drum has to say on the subject:
It is believed that a pitch process is being planned for next month at which three agencies will compete for the work, alongside Go Compare’s own in-house marketing team – which produces the notorious TV ads.
It also suggests that Gio – or, more likely, singer Wynne Evans – is contracted to Go Compare for another year.
So, the question is, can we stomach it for another year? AdTurds readers voted it their least favourite in my wholly scientific price-comparison advert poll last year.
I'd say we were at the end of our collective wicks a long time ago, but I don't think that will affect Go Compare's decision. Go Compare, perhaps more than any other ad, has shown agencies that annoyance is a powerful weapon when it comes to financial services ads. Ads that have nothing more interesting to offer than the unmitigated thrill of typing our personal details into web-page fields that may offer us slightly cheaper home insurance.
What I'm saying here, what I'm getting at is this: Go Compare may not be the end, it may be the beginning.