Monday 19 March 2018

Simon Usborne: Why do celebrities like Stephen Hawking sell their souls to the ad men?

Stephen Hawking appearing in the latest TV ad for Go Compare
Stephen Hawking appearing in the latest TV ad for Go Compare
Kevin Bacon advertising mobile network 'Everything Everywhere'
Brad Pitt plugs Chanel

Stephen Hawking, internationally-renowned theoretical physicist, has apparently been inspired by Sue Barker and Louie Spence to appear in the latest episode of the world’s most annoying adverts.

No really. The professor stars in a new, one-minute spot for Go Compare, the website better known for its opera-singing mascot Gio than whatever it sells (something to do with insurance).

The Cambridge cosmologist tells a rapt audience that he has “calculated and formalised the exact conditions needed to generate a supermassive black hole”. A man asks what the professor will do with it. Cut to Gio, who aurally assaults a couple on a high street before a black hole appears and consumes him. Hawking, the latest celebrity to dispatch the singer (Barker did it with a rocket launcher) ends the ad with a computer-generated “Ha ha ha.”

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