The TV ads break on 19 August. They will introduce an opera-singing brand character called Gio Compario, the creation of veteran husband-and-wife advertising team Chris Wilkins and Sian Vickers, who were behind the Sheilas' Wheels campaign.
In the first ad Gio is shown singing in a coffee shop to the tune of the George M Cohan classic Over There, but using the words 'GoCompare'.
GoCompare.com has previously run ads highlighting its star-rating feature. The shift follows Comparethemarket's rise in market share on the back of its 'meerkat' campaign.
Read this week's profile of Comparethemarket.com marketing director Mark Vile