Professor Stephen Hawking is an important man, but he managed to take the time out of his life to film an ad for a not-so-important cause: British insurance price comparison site Go Compare. In the new spot, the theoretical physicist takes advantage of the first-ever manmade black hole to kill off the company's annoying operatic spokesperson "Gio Compario." For those in the US, it's roughly the equivalent of enlisting the world-renowned physicist to finish off Flo from Progressive's long-running ad campaign, but Hawking did offer an explanation for his involvement in the advertisement. "I confess I am a fan of the Go Compare adverts," he told The Guardian. "I am also an opera fan so I was delighted to be given the opportunity to help save the nation and silence Gio."