Created by VCCP and directed by Dave Scanlon the spot is packed with iconic film references throughout
comparethemarket.com has today unveiled its latest advertisement for Meerkat Movies, which captures the magic and surprise of the silver screen.
Packed with iconic film references throughout, the ad reimagines Barbara Streisand’s ‘Rain On My Parade,’ sung by Aleksandr, to bring to life the variety of films that can be seen with a year’s membership to Meerkat Movies.
For the first time, comparethemarket.com will use a 60” radio advert to launch the campaign.
The ad will play out on the Global Radio Network, including stations such as Capital FM, Radio X, LBC, Smooth Radio, and during the flagship network chart shows on Sunday 13 May. This will follow with a new 60” TV advert which will air on 18th May during Coronation Street. Aleksandr and Sergei, supported by 500 extras, will take viewers on a journey through the various film genres that can be enjoyed all year long with Meerkat Movies. Creatives have also been produced to land across YouTube, Facebook, Spotify and Instagram platforms.
Shot on location in Cape Town, where films such as Tomb Raider, Black Sails and Eye in the Sky were recorded, the advert is comparethemarket.com’s most ambitious yet. Parisian choreographer Oliver Casamayou, who has worked with Kylie Minogue, Will Young and Cirque Du Soleil, created the elaborate choreography seen throughout. Wardrobe was curated by Moira Meyer, who has worked on films such as Blood Diamond, Lord of War and The Hurt Locker. Key pieces of costume include Brad Pitt’s uniform from Fury, and Cate Blanchett’s dress from Elizabeth.
Hidden amongst the dance spectacular are eight nods to famous films These ‘blink and you’ll miss them’ clues encourage film lovers to compete for bragging rights by spotting all eight.
Now in its third year, Meerkat Movies has surpassed three million app downloads, helping twenty million people go to the cinema, and saving the UK £74,200,000 in cinema tickets. This milestone was reached eight months earlier than Orange Wednesdays, proving the popularity of Meerkat Movies.
The new advert is supported by a 360-marketing campaign. The film was created by Matt Lloyd, Greg Milbourne and Jay Fretwell at VCCP, directed by Dave Scanlon and produced by Anna Cunnington and Patrick Duguid at Passion Pictures. The campaign media plan has been led and designed by Wavemaker.
Mark Vile, Chief Marketing Officer at comparethemarket.com, said: “We really wanted to shout about the fact that Meerkat Movies is available all year, and what better way than making a mini movie of our own? Every detail has been thought through, to give the advert the look and feel of a major motion picture.
“We’ve used some of the most iconic film imagery of all time to give consumers a flavour of the range of films they can go and see using their annual Meerkat Movies membership.”