Meerkats learn about ‘shoeys’ and Aussie slang in Compare the Market campaign

In the latest instalment of its ‘Simpleness’ brand platform, Compare the Market’s meerkat Sergei gets a lesson in Aussie lingo.

The new ad shows Sergei having a coffee and lamington with his neighbours, who teach him some classic Australian terms that will make explaining health insurance costs simple.

In the end Sergei comes up with the line “If you’re devo about health insurance costs and you think it’s cactus then get a fair dinkum deal with simpleness at Compare the Market.”

The ‘Simpleness’ platform launched last year under then newly appointed CMO Jenny Williams. Since then Compare the Market has explored a dinner party with neighbours Beryl and Brian, and the benefits of meditation for understanding recent health insurance reforms.

Prior to the federal election, Aleksandr the Orlov, nominated himself for Prime ‘Meernister’.

General manager of brand at Compare the Market, Louisse Brady, said in a statement: “We have found that many Australians become overwhelmed and confused when it comes to private health insurance. People just want it to be simple, to find the right coverage at the right price, and this is our aim at Compare the Market. Just like Sergei mastering our Australian sayings, we’re helping educate consumers on the value of completing a product comparison, to make finding value simple.”

VCCP was the creative agency behind the latest ad. The agency has been involved with Compare the Market since its launch in 2013.

A statement from VCCP said that the agency was excited to continue working on the ‘Simpleness’ platform.

“We want to help consumers across Australia ensure they steer clear of ‘cactus’ costs and get a ‘fair dinkum deal’ through comparison services such as Compare the Market,” the statement said.


Executive Creative Director: Gary Dawson
Creative Director: Paul Sharp
Account Director: Edward Hughes
Senior Account Manager: Daniel Wood
Agency Producer: Sue Hind

Passion Pictures
Director: Dave Scanlon
Executive Producers: Anna Cunnington and Kate Goodwin
Producers: Sibylle Preuss and Lieke Noordink
Live action Producer: Fiona McGregor

Brand GM: Louisse Brady
Brand and Campaign Manager: Karen Gear
Brand and campaign specialist: Carolina Perez Rebolledo


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