Ray Mears takes on Gio Compario

Ray Mears has become the latest celebrity to gang up on the weary warbling brand ambassador Gio Compario in the latest ad for GoCompare, as complaints about previous spots in the controversial series top 1,700.

The survival expert continues the campaign of torment aimed at the opera singer by capturing him in a net and suspending him from a tree.

The TV ad, which breaks today (1 October), will be supported by radio, digital and social media activity.

The previous two ads in the series, featuring Sue Barker and Stuart Pearce, have sparked 796 and 918 complaints respectively to the Advertising Standards Authority.

For the Sue Barker spot – which saw the Question of Sport presenter blast Compario with a rocket launcher – complainants challenged whether the ad was suitable to be broadcast when there is an ongoing war in Afghanistan. Viewers also argued the spot was excessively violent and inappropriate to be broadcast when children might be watching.

Stuart Pearce’s spot harked back to his England playing days as he kicked a football square into Compario’s stomach. Viewers complained that the act of violence could encourage emulation and was inappropriately aggressive.

Neither of the two ads have been formally formally investigated by the advertising watchdog.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here