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 on Orlov's Twitter and Facebook accounts, one time was prior to being included in an advert, and Aleksandr even started a petition to add the word 'Simples' to the dictionary because Sergei didn't approve of the word in a game of Scrabble. Sergei has also starred in his own adverts without Orlov. The 2011 campaign focused on a fictional Russian village named Meerkovo. The adverts featured new characters complaining about the danger caused to the town by confusion over Comparethemeerkat.com and Comparethemarket.com. The new characters were Maiya, Yakov, Vassily and Bogdan. A companion website was set up for the campaign