In direct response to this reaction, Go Compare deliberately subverted the campaign by running a series of adverts where celebrity guests such as Sue Barker, Stuart Pearce, Ray Mears, Louie Spence and Stephen Hawking lined up to "silence" the character of Gio Compario.
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On 1 January 2014 a new advert was launched featuring Gio driving a tour bus that says Go Compare Tours on it, whilst the passengers are seen talking to each other about insurance whilst going to a place called "LlandofsavingmoneyandgettingtherightdealgogoGoCompare" (a parody of llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch) as Tom Jones's version of "Green, Green Grass of Home" is played on the bus's radio.