Compare the Market has unveiled the latest chapter in its long-running advertising saga, introducing a new campaign that gives audiences a fresh glimpse into life with its much-loved meerkats.
Developed with long-term creative partner VCCP, ‘Me Time’ marks the next evolution of the brand’s iconic ‘simples’ platform. Built on more than 15 years of storytelling, the campaign shifts away from the competitive rhetoric of saving customers money, instead leaning into Compare the Market’s promise of being the ‘simples’ way to save – not just money, but time.
The new creative reframes the brand’s value proposition by showing what happens when life’s everyday burdens are lifted. By using Compare the Market to simplify decision-making, customers free up time to focus on what really matters.
At the heart of the campaign is Sergei, who takes centre stage in a 60-second spot. The ad follows the meerkat as he strolls through a lavish home, finally able to relax. He removes his pass, loosens his tie, tosses it casually onto a suit of armour and unwinds by the pool, embodying the calm that comes from having one less thing to worry about.
‘Me Time’ will run across TV, VOD and YouTube, reinforcing Compare the Market’s shift towards a more emotionally driven narrative, while staying true to the humour and familiarity that has made the meerkats one of the UK’s most enduring advertising characters.
The full video can be found here: Me Time | Compare the Market