Tying in with the release of Sony Pictures’ Spider-Man: Homecoming, the 30 second ad is supported by a 360 marketing campaign from lead agencies VCCP Blue and VCCP Me. In it the meerkats, as the press release puts it, become an official part of the Marvel Cinematic Universe that boasts denizens like the omnipresent Stan Lee and Howard the Duck.
The financial services company hopes the tie-in will encourage current and potential customers to take advantage of the 2-for-1 Meerkat Movies deal – a two-year-old scheme that has seen 6 million people redeem cinema tickets.
Mark Vile, marketing director at Compare the Market, said: “With the summer blockbuster season well underway, we’re thrilled to be partnering with this major film release. Working with the teams at Sony Pictures Releasing UK has further bolstered our Meerkat Movies proposition, allowing us to deliver unique and engaging storytelling to our audiences."
The slot is directed by Dave Scanlon and produced by Steven Riley and Patrick Duguid at Passion Pictures, with additional visual effects executed by Method Studios who also worked on the movie.
MEC will promote the campaign on TV, video on demand, radio, cinema and social video.
The last big movie activation from the company integrated with Superman V Batman, which gave birth to some highly desirable meerkat memorabilia.