If you think your £40pm insurance premium is a good deal you'd be wrong, very wrong. The actual risk that you'll do something stupid like crashing or running someone over is as little as £4 for the insurer. The other £36 is what accountants call gross profit.
For some reason we all go weak at the knees when presented with the chance to spend between £10 and £50 and the opportunities are endless - tickets, clothes, food, drugs, phone contracts, presents, perfume to name a few. It's just a manageable number to deal with - just a click, cash point or direct debit away.
David Turpitz at Draftbridge Barrel and Concker explains "Charging a 90% premium on the base cost is what we marketing bods call 'adding value' which really means 'cash extraction' but if agencies thought of it like that, we'd all be poor artists in the south of France! Advertising is really about ego and control."
This big ticket premium and clever 'price empathy' explains why there are zillions of 'hatchet job' companies after your money. But to get your attention, they must advertise again and again it seems forever.
In some ways Moneysupermarket were caught napping. Other brokers had got going sooner - the meerkat was pretty good, the opera singer less so but moneysupermarket has the ignominious accolade of being the first advertiser to resort to screaming into your TV - so desperate are they to catch up in the race for your money.
You won't forget the advert - the excuse to scream is an apparent impending car accident. And that's the problem - you might still buy from them even if they made you drop your drink or step on the dog. Don't do it or they'll be more of the same ruining your evening. Anything that's 'a great deal easier' should not be trusted especially coming from a comedian of questionable calibre.