Money.co.uk throws its hat into the ring against big hitters Go Compare and Compare The Meerkat - sorry, Market - with its first major ad campaign.
While the other two have hinged their ads on characters which have become part of the British TV landscape (oh Gio Compario, what were ad breaks like before your dulcet tones?), Money.co.uk eschew a spokesperson in favour of exploring more universal moments.
It's an impressive bit of work, reinforcing the claim that the site checks more financial products than any other by showing us a montage of situations where people could - or should - check things. Be they horoscopes, shoelaces, lottery numbers, or, uh, prostates.
There are some nice comedy beats and acting moments which make the piece - the terrified/joyful expression on a soon-to-be dad's face particularly draws a chuckle. We're interested to see where Fold7 go with the rest of this campaign.