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Compare the Market mixes up the meerkats with a menagerie of furry supervillains

Comparethemarket.com has updated its famous meerkat marketing antics with the introduction of a new menagerie of anthropomorphic supervillains helmed by VCCP, Wavemaker, Havas and Exposure.

Debuting tonight during Coronation Street on ITV1 and Gogglebox on Channel 4, the new campaign marks a significant expansion of the instantly identifiable meerkats, who now share the limelight with other cute creatures.

The price comparison website is freshening up the misadventures of Aleksandr Orlov and crew to highlight the ‘good versus bad’ when it comes to managing your money.

With the line that ‘Good Things Happen When You Meerkat Your Money’, the new direction sees the motley crew table a variety of terrible ways for people to look after their money, such as building a giant robot or purchasing jewellery, with Aleksandr presented as the voice of reason attempting to put a stop to the scheming.

Kristin Sonfield, head of brand and communications at comparethemarket.com, said: “We are excited for our customers to see the new campaign. This is a step change for our brand, as we evolve to become the front door to people’s household finances and offer them ways to meerkat their money. We’re hoping loyal followers of the meerkats will love the next chapter of the story as much as we do.”

The campaign is supported by digital out of home (DOOH), paid social, CXM, PR and influencer marketing, with further executions showing Aleksandr and his ragtag gang depicted in a series of outdoor ‘Wanted’ posters, disrupting ad breaks and radio takeovers.

The meerkats have firmly established themselves as one of the most popular advertising creations of all time, becoming a regular staple on our TV screens.