Meerkats return to Africa for Comparethemarket campaign's meerkat mascots take their adopted son back to his African roots in a campaign from the insurance comparison website.

VCCP created the 40-second ad, which is called "homeland". It first aired on TV on Saturday 9 August. The spot features meerkat characters Aleksandr and Sergei visiting Africa to introduce their adopted pup, Oleg, to his homeland.

The story of Oleg in Africa will play out in a series of ads that will air over six months. The campaign will be supported by idents on ITV's Coronation Street from 11 August.

The work was written by Javier Romartinez, art directed by Stephen Misir and directed by Darren Walsh through Passion Pictures. The media agency was MEC.

Oleg was introduced into the long-running ads at Christmas. Comparethemarket has been running its meerkat ads since 2009.

This article was first published on

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published