The new ad will feature an opera singer called Gio Compario. The website gio-compario.com has been registered by GoCompare but, at the time of writing, isn’t currently in use.

The first ad airs tomorrow on UK TV and will feature Gio Compario signing the classic Over There by George M Cohan but will insert the words “GoCompare” into the lyrics.

The new ads will replace the current run which keeps the focus on GoCompare’s star rating system. The stars are actually quite controversial as they edge the “price comparison” service closer towards giving out financial advice. Financial advice is a dangerous thing to give out and requires all sorts of checks and passes (one of the reasons why Cashzilla never does it).

… and for the curious, here’s the actual chorus to Over There. We imagine Gio Compario may simply switch “Over there” with “Go Compare”.

Over there, over there,
Send the word, send the word over there
That the Yanks are coming, the Yanks are coming
The drum’s rum-tumming everywhere
So prepare, say a prayer,
Send the word, send the word to beware
We’ll be over, we’re coming over
And we won’t come back till it’s over, over there