press room

Back in the driving seat for

UK’s first insurance comparison site goes back to basics as it refocuses on saving drivers money.

Posted on 03 Aug 2016

- UK’s first insurance comparison site goes back to basics as it refocuses on saving drivers money.

James Corden unveiled as the new face of TV ad -, the first car insurance comparison site, will once again lead the industry as it announces plans to be a one-stop, money-saving shop for Britain’s 45.5 million motorists.  

The company has taken the category to the next level by specialising in car savings – simplifying its proposition by focusing solely on drivers, to champion consumer rights and road safety.  

With an estimated combined revenue of £800m,  the price comparison sector is one of the UK’s biggest advertisers, with a 12% increase in ad spend to £120m in 2015.   A marketing war has led to diversification of products among the industry, including telecoms and energy savings. However, with over two thirds of consumers now researching an insurance product using a price comparison site, the sector faces a major challenge as consumers struggle to differentiate between them.  

To mark its brand new focus on drivers, has called upon James Corden to steer the way forward in their latest TV ad, to be aired on 3rd August. 

The new campaign, created by advertising agency Karmarama, sees the British actor enjoy a miraculous run of luck, with every set of traffic lights turning green. Through this appreciation of the uncelebrated wins of driving, is setting its stall out to be the ultimate destination for every driver looking for a win on all aspects of buying, selling and running a car. 

Since taking America by storm as the new host of CBS’s The Late Late Show in March 2015, Corden has become the most famous driver in the world, with a staggering 1.5 billion views on YouTube. 

And now he will help overtake their rivals to become the UK's leading car savings site.

In addition to the launch of’s new ad, a fully-integrated marketing campaign and a number of national media partnerships will be announced in August – including sponsorship of Drivetime across the Heart network.  It has also launched a new range of motoring products covering MOT & service comparison, car buying and selling. 

The ‘driver wins’ campaign championing the motorist is being spearheaded by recently-appointed CMO Paul Troy.  In December 2015, Troy was brought in “to disrupt the market”, and today unveils the company’s new ad and market position.

Commenting on the campaign, Paul Troy, CMO of said: “It’s time to lead the insurance price comparison industry again by championing drivers and creating wins for them with more car savings than anyone else. As the first price comparison website, revolutionised the way we search for the best deal. This has saved Brits hundreds of millions of pounds over the years. 

“Drivers need better products and savings from the insurance industry, and we will be championing consumer rights and savings for our customers.   

“We’ve decided to move away from gimmicks and go back to our roots, providing car savings to our millions of customers”.

Nik Studzinski, chief creative officer at Karmarama said: “We’re really excited to launch this new campaign for It marks a big shift, strategically and creatively, from where the business has been before. And in this incredibly competitive category, you need a creative idea with real substance to separate yourself from the rest of the pack. We have that, as well as one of the biggest stars of the moment – James Corden.” 

Media information

For more information, contact our media team -

If your enquiry is time-critical, please write 'URGENT' in your email subject line. 
If you would like a ring-back, please remember to include your telephone number. media team 

Laura Piccirilli - Head of PR     Tel: 02920 434 238
Sheri Hall - PR Manager     Tel: 02920 434 275
Chloe Walters - PR Executive     Tel: 02920 434 295


Launched in 2002, was the UK's first price comparison site for car insurance and is one of the UK’s biggest and most popular price comparison services, generating over one million quotes per month. It has expanded its range of comparison products over the last couple of years to include small van insurance, motorcycle insurance, car buying and selling, and car finance, as well as a number of tools designed to save drivers money on motoring. is not a supplier, insurance company or broker. It provides an objective and unbiased comparison service. By using cutting-edge technology, it has developed a series of intelligent web-based solutions that evaluate a number of risk factors to help customers with their decision-making, subsequently finding them great deals on a wide-range of insurance products, financial services, utilities and more.’s service is based on the most up-to-date information provided by UK suppliers and industry regulators. is owned by the Admiral Group plc. Admiral listed on the London Stock Exchange in September 2004. is regulated by the Financial Conduct Authority.

Press team contacts PR Team

For more information, please contact our press team.


If your enquiry is time-critical, please write "URGENT" in your email subject line. If you would like a ring-back, please include your telephone number. 

All the info you need - from our history to careers, and how we operate.

read more car insurance price index car insurance price index

The most comprehensive analysis of car insurance premiums in the UK – compiled by motoring experts just for you! How much will you be paying?