- Product/Brand - Gocompare.com
- Spot - Meet The Whole Team
- Song Title - Go Go Power
- Composer - DeSanto, Mell
- Publisher - Sony/ATV EMI
- Artist - Sugar Pie DeSanto
- Master Rights - Universal
- Music Supervisor - Eagle-I Music
- Ad Agency - Fold7
- Creatives - Ryan Newey
- Film Company - Another Film Co
- Film Director - Olly Williams
- Post Production - Stitch
- Air Date - 24/12/14
After in-coming agency Fold7 put Gocompare.com’s overweight Welsh opera-singer Gio out to pasture early last year – replacing him with a series of spots based around the fictional village of LlandofsavingmoneyandgettingtherightdealgogoGocompare – many wondered whether the price comparison site had lost its way musically.
But, thanks to its new tongue-in-cheek Meet Whole The Team commercial, which broke in ITV’s Gogglebox on Christmas Eve, it would seem that Gocompare has got its mojo back.
Aficionados of obscure R’n’B will forever link the name of Sugar Pie DeSanto with Soulful Dress, a mod era floorfiller which sadly never made the charts when it was originally released on the legendary Chess label in 1964. Two years later DeSanto's Go Go Power met with even less success but now Gocompare has given this rousing rocker a new lease of life.
“We weren’t just looking for music which would complement the action that we see on screen,” says Sam Balderstone, partner and Head of TV at Fold7.
“We wanted something with a purpose, an energy and a kind of heroism that the characters in the campaign possess. The overall point we’re making is that Gocompare.com works harder on behalf of customers than its competitors.”
It will not have escaped notice that the title Go Go Power alludes not just to the name of the product but to also to the message behind the campaign. But, says Balderstone, this happy accident was not the result of a simple songbank search, as some might suspect.
“We’re all serious music fans at Fold7 and it was Dom Martin, one of one of our Creative Directors, who found the track in his extensive collection of back catalogue material,” he explains.
Once Go Go Power was approved by the brand back in the Summer, Eagle-i Music was charged with negotiating sync licences with publishers Sony/ATV and Universal, which acquired master rights to the Chess catalogue in 1995.
Meanwhile Go Go Power has also been Shazam-enabled, will shortly be available on iTunes and is in the shops on a Sugar Pie DeSanto compilation through reissue specialists Ace.
Fans wishing to purchase a copy of the song will have to go compare the prices for themselves!
