Gocompare.com "unlike any other financial publication you've ever read". In June 2009 the company launched an advertising campaign featuring a fictional Italian tenor called Gio Compario (pronounced: Jeo Campario) played by Wynne Evans. The advertisements feature 'Gio' singing the 'Go Compare' tune (inspired by Over There) in various locations, and was voted as the most irritating advertisement of both 2009 and 2010. In direct response to this reaction, Go Compare deliberately subverted the campaign in July 2012 by running a series of adverts where celebrity guests such as Sue Barker, Jimmy Carr, Stuart Pearce, Ray Mears, Louie Spence and Stephen Hawking
Compare the Meerkat Russian meerkat, who complains at the confusion between his site, "comparethemeerkat.com", and "comparethemarket.com". The character explains that he has launched a TV advertising campaign to make visitors aware of the difference. The companion website, "comparethemeerkat.com", was created alongside the TV advert and in 2010 was receiving more than 2 million hits per month. The TV spots, and the characters, were directed by Darren Walsh at Passion Pictures. Walsh has directed all of the meerkat television and cinema commercials to date, and has won several awards for the work. In the adverts, Orlov is voiced by Simon Greenall. On 12 November