Monthly Archives: July 2016


It’s (not) fantastic!

The latest round of Go Compare’s TV adverts are even more irritating than usual (hard to imagine, I know).

Clearly, the brief said “we want everyone to think that Go Compare is fantastic!”, and okay, I can see how that’s a good thing. But where they went wrong was thinking the best way to meet the brief was to include the word ‘fantastic’ in almost every sentence – in effect, keyword cramming like it’s 1990s SEO. Count them in the 60-second spot below: seven times!

That sadly means their advert’s lasting impression is anything but fantastic 🙁

Stephen Holmes