It’s not often that you see a fluffy, ginger-jowled, curly-haired man wearing a red, velvet robe, patterned bow tie and white button-up shirt. But it’s becoming a signature style of filthy rich men. If this style really takes off like the new Compare the Market ads, then we could be seeing more men going about their business in this formal nightwear look.
This semi-inappropriate, bed-time-made-day-time style became a symbol of status thanks to Hugh Hefner. It now stands as the ultimate symbol of wealth. If a business man can go through his life wearing a robe and smoking a cigar without anyone advising otherwise, then he’s made it.
This is definitely true of Maurice Wigglethorpe-Throom. As the CEO and founder of comparethemarket.com, Mr Wigglethorpe-Throom very confidently pulls off the look. And so too does his business arch-enemy, CEO of Compare the Meerkat, Alexsandr Orlov.
Granted, these characters are fictitious, but under their eclectic attire sit a very funny approach to advertising. In an astutely clever tact, the online insurance comparison site, comparethemarket.com has brought in Peep Show comic Robert Webb to theatrically demonstrate the need for all kinds of insurance.
In the latest instalment, available exclusively on Brandish.tv, Mr Wigglethorpe-Throom uses his very black sense of humour to show how easy it is to find life insurance deals on comparethemarket.com.
Clothing aside, it’s funny, and a whole lot more entertaining than you’d expect an insurance ad to be. But, not everyone will be happy with the change. Brand mascot and head meerkat Alexsandr Orlov is no doubt fuming that he’s been side lined from his role as ambassador.
But who do you think wears it better?