Compare the Market’s meerkats Aleksandr and Sergei find themselves at a cliff-hanger in latest ad
After the meerkats were chased into the wilderness by a possum catcher back in September last year, Compare the Market has given an update on Aleksandr and Sergei’s long journey home.
The latest ad shows Aleksandr Orlov confidently strolling through the forest, seemingly unaware of the predators which are worrying Sergei, whilst comparing possums and meerkats.
When the pair find themselves in trouble grasping onto the edge of a cliff, Aleksandr asks, “Sergei is this the end?” and Sergei declares, “No it’s just cliff-hanger”.
The ad is the second in a trilogy, telling the story of the meerkats’ latest adventure.
Christopher Catchpoole, acting chief marketing officer, said the aim is to position Compare the Market at the front of mind for people reconsidering their finances.
“Our goal is to engage all Australians, at any stage in their life, around the impact that comparing can have to their finances. We hope to position Compare the Market as the first choice when considering both their insurance and household needs,” Catchpoole said.
“By celebrating the importance of comparison in an engaging way, we want to show consumers how easy it can be to compare products side-by-side, and show the perils of not doing the research before purchasing.”
“We ultimately want to be first-to-mind when it comes to people’s finances. We’d like Aussies to recognise that comparison doesn’t have to be dry or boring and that it does indeed pay to compare. In addition to saving time and money, the satisfaction and confidence gained by making an informed choice is well worth it.”
The ad was made by VCCP and produced by Passion London and Melbourne.
Paul Sharp, VCCP Sydney creative director, said: “The chance to create a connected, episodic story within a campaign is a rare thing. In this chapter, we leave audiences asking themselves the big questions: Will Aleksandr and Sergei find their way to safety? Will they give up and start living like actual possums? Why haven’t I compared my insurance yet?”
In May last year, Compare the Market CMO Jenny Williams resigned after just 17 months in the role.
Credits
Passion – Melbourne
EP – Graham Pryor
Producer – Megan Plane
Colourist – Fergus Rotherham @ The Editors
Online Editor – Tom Marley and Adrian Oostergetel
Passion – London
Director: Dave Scanlon
Producer: Anna Cunnington
Head of Production: Mike Turoff
Head of CG: Jason Nicholas
VFX Supervisor: Dave Walker
CG Co-ordinator: Charlotte Harris & Roxanne Sibilski
Head of Animation: Aldo Gagliardi
Editing: Gus Herdman @ TRIM
Tracking: Hulahoop VFX
Sound: Ben Leeves @ Jungle Studios
Agency: VCCP Sydney
Senior Account Director: Edward Hughes
Senior Account Manager: Daniel Wood
Producer: Sue Hind
Creative Director: Paul Sharp
Writers: Dane Van Veen, Kate Allen, Gary Dawson
Executive Planning Director: Kim Feitelberg
CTM
Acting CMO: Christopher Catchpoole
Brand and Campaign Manager: Karen Gear
Brand and Campaign Specialist: Carolina Perez Rebolledo
Hopefully, they also avoid bushfires and floods. Or they compared the market and got insurance. Having a more story arc approach across episodes can provide some rich product and insight pickings. Congratulations to you and the client on the new direction and approach.
User ID not verified.
How do meerkats go from hanging off cliff to the backseat of Dame Edna’s vehicle?
User ID not verified.