A Furry League of Supervillains Share Their Schemes in Comparethemarket.com Campaign

comparethemarket.com has today unveiled its most distinctive marketing campaign since the launch of the Meerkats, over a decade ago.

The new campaign marks a significant shift for the brand and will see much-loved Meerkat Aleksandr Orlov, joined for the first time, by a mischievous group of animals to uncover more ways for consumers to manage their money than ever before.

The new spot brings to life the ‘good versus bad’ when it comes to money management and continues to spotlight that ‘Good Things Happen When You Meerkat Your Money’.

We see the ensemble gathered around a table suggesting bad ways to help people manage their money. Aleksandr steps in to put a stop to the scheming, and stresses that they must find good ways to encourage people to feel in control of their finances.

The premiere 70-second will air on key TV spots on Friday 17th September, during Coronation Street (ITV1) and Gogglebox (Channel 4). Aleksandr and the debut cast will also feature in a 60” and 30”.

The bold through-the-line marketing campaign also includes digital out-of-home, paid social, CXM, PR and influencer marketing. Executions will see Aleksandr and his mischievous gang appearing in ‘Wanted’ outdoor treatments, disrupting ad breaks and digital media and creating radio takeovers.

Kristin Sonfield, head of brand and communications at comparethemarket.com, said: “We are excited for our customers to see the new campaign. This is a step change for our brand, as we evolve to become the front door to people’s household finances and offer them ways to Meerkat their money. We’re hoping loyal followers of the Meerkats will love the next chapter of the story as much as we do.”

The campaign has been created and executed by comparethemarket.com partners including VCCP, Wavemaker, Havas and Exposure. The ad was created by VCCP Blue’s Darren Bailes, Matt Lloyd, Clem Woodward, George Wait, Teodora Nicolae and Malina Guigura.