Compare the Market’s meerkats tackle life in lockdown in latest iteration of ‘Simples’ campaign

Compare the Market’s meerkats Sergei and Aleksandr Orlov are the latest brand ‘ambassadors’ to tackle how much life has changed for families.

The series of four ads show the meerkats taking part in activities Australians now know all too well including at-home workouts and taking care of the kids 24/7 while working from home.

The campaign is a collaboration between Compare the Market’s creative agency VCCP, Passion Pictures and Fanatic Films. The ads utilise existing footage that was produced for previous campaigns in Australia and the UK, including an ad from 2015 showing the meerkats’ new life with baby Oleg.

Compare the Market’s general manager of brand, Michael Goodhew, said: “Given the current climate and production limitations in light of social distancing measures, Compare the Market, alongside our creative agency VCCP, decided to create these compelling films from existing footage, giving consumers a sneak peek into ‘lockdown-life’ with the meerkats.

“Not only do these films entertain by depicting Aleksandr and Sergei in relatable moments that many of us have found ourselves in while social distancing at home, but they also convey an important message for Aussies looking to save on the household budget – it really does pay to compare.”

VCCP creative director, Paul Sharp, added: “As well as providing some valuable tips on making savings, they aim to bring a bit of a smile in these tricky times.”

The campaign follows a trilogy of ads that first went to air in September last year. It depicted Aleksandr and Sergei narrowly escaping a possum catcher, getting lost in a forest and finally being saved by Dame Edna Everage.

This year, Compare the Market also appointed Christopher Catchpoole as chief marketing officer, taking over from Jenny Williams who spent 18 months in the role.

When speaking to Mumbrella about his appointment, Catchpoole said the characters of Aleksandr and Sergei were an asset to the business.

“We think our meerkats have so much depth in character that that freshness is something that we create every time we run with a new ad. I don’t think they’re stale by any means, but certainly we’d be crazy to go away from them,” Catchpoole told Mumbrella.

“They’re such an asset and such a benefit. I think our competitors would really envy having that kind of profile behind a couple of characters or figures associated with their brand.”


Copywriter: Michael Dawson
Creative Director: Paul Sharp
Editors: Ricky Murray (CTM), Russell Masters (Fanatic Films)
Designer: Marcus Lambinon (CTM)
Producers: Eloise De Pomeroy, Sue Hind
Production Company: Passion Pictures
Senior Account Manager: Sannidhi Mehta
Group Account Director: Elizabeth Barnett
Managing Director: Suzie Roberts
Executive Planning Director: Kim Feitelberg
Brand and Campaign Coordinator: Amber Hagan
Brand and Campaign Manager: Carolina Perez Rebolledo
General Manager, Brand: Michael Goodhew
Chief Marketing Officer: Chris Catchpoole


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