We won the pitch for Gocompare by being brutally honest.

"Your ads are really annoying. Acknowledge it. The public will respect you for it"

The client was brave.

We launched a new campaign with faux graffitied posters. The public bought it. The news channels got hold of it. Something was about to happen.

For the next few months we gave The Go Compare Man, the slap, kick and rocket launcher up the bum every member of the British public had been dying to do.

The campaign reached its crescendo with Prof Stephen Hawking and a super-massive black hole.

The public warmed. Tweets of hate turned to Tweets of praise.

Phase two was to soften The Go Compare Man further. It's amazing how a dog in a tuxedo can pull at peoples heart strings. Never fails.