New Go Compare advert

The latest Go Compare advert – featuring our fat insurance-comparing Italian tenor running amok in a Keystone Cops-style silent film car chase – is perhaps the least annoying yet.

That’s because while the ‘Go Compare’ jingle is still in place, it’s missing Gio Compario’s witless refrain, a noise with all the attendant insistence and pain of a dental drill.

For that reason it may not have the same effect – either on the nerves of the viewing population or the memories of price-comparison customers. Although that hardly seems to matter now. Gio’s singing or not the brand seems unstoppable now, like a giant radioactive asteroid heading for New York.