Car crashes tend to be used in ads for their shock value to get people to drive not drunk, not while texting or not while under the influence of drugs. People like to look at dramatic car crashes – but even more so when they’re delivered with humour. So Droga5 London has used a car crash in an ad, and added a touch of humour, to be entertaining – to make people pay attention to its GoCompare ad.
The agency, which won the account in March, had inherited GoCompare’s penchant for humour but also its brand ambassador, Go Compario – a flamboyant opera singer who has appeared, singing, in GoCompare commercials since 2010.
https://youtu.be/tZndHQtTHlI
In the new ad, GoCompario reconstructs circumstances that lead to real-life car insurance claims and his alter ego, who doesn’t have a spiral moustache, explains how having the right car insurance matters.
David Kolbusz, chief creative officer at Droga5 London, commented, “Some people love Gio Compario, some people hate him. But regardless of how you feel about Britain’s most ubiquitous tenor, you never forget him.
“And so our challenge was to take a valuable brand asset and imbue him with new meaning. Make him a lightning rod for customer pain points and a catalyst for change in the sector. Gio is no longer just a mouthpiece for the brand but a representation of the average Briton and a crash test dummy to boot.”
Droga5’s first commercial, Tree, was directed by Jeff Low through production company Biscuit and is supported by OOH activity, which includes ads on petrol nozzles at petrol stations around the country to draw attention to how often drivers put the wrong fuel in their car.
Lee Griffin, chief exec and founder at GoCompare, noted, “We are proud to have built a brand which punches above its weight and is readily recognised by pretty much anyone who has turned on a TV or radio at any point over the last decade. But our sector has entered a new life stage where shouting loudest is no longer enough, and we want to do more to help people get a fair deal on insurance cover that really works for them.”
Credits
Creative Agency: Droga5 London
Chief Creative Officer: David Kolbusz
Creative Directors: Ed Redgrave & Dave Wigglesworth
Creatives: Ashley Hamilton & Sara Sutherland
Group Account Director: Jen Knox
Account Manager: Olivia Adamson
Strategists: Dylan Williams & Tim Whirledge
Agency Producer: Peter Montgomery
Production Assistant: Manon Rees
Designer: Yassa Khan
Production Company: Biscuit
Director: Jeff Low
Producer: Kwok Yau
Editor: Annie Perri
Post Production: The Mill
Sound Design: Sam Ashwell
DoP: Simon Duggan
