Go Compare and the power of the jingle

For a moment today, I was absolutely delighted by this story about Go Gompare on Marketing Week, claiming that the brand’s famous opera singer Gio Compario (what an amazing coincidence, him having that name) had been silenced in their latest ad.

For a minute, I thought: ‘Wow. Utter marketing genius. Go Compare has realised that by removing the sound, they can underline just how deep the song has buried into the public psyche – even with no sound, the song will play in viewers’ heads! Some might even sing it!’

That’s the genius of a jingle. Look at this image:

(source)

What do you hear? In my head right now, I can hear the chant: ‘Holidays are coming, holidays are coming…’ People I know – grown men and women – were so excited when they saw this ad for the first time a few weeks back that they let the world know via Facebook. This ad is loved, and the jingle pays no small part in that.

Similarly, if I mention the webuyanycar brand name, chances are you’ll scream at me to stop before the jingle involuntarily drills itself into your brain for ever.

But then I watched the Go Compare ad and was horrified to note that far from offering a brief and silent respite in the Christmas TV commercial break, it had instead adopted a Buster Keaton/Laurel and Hardy style comedy silent film soundtrack that more than referenced the famous Go Compare tune. Disappointing, but never mind. The initial idea is still interesting…

I’m not sure the arrival of a new Go Compare ad is as eagerly awaited as the sight of the Coca Cola truck. But take the sound off both and what do you hear? A successful jingle at work.