"Ads don't need to be pretty and clever all the time; sometimes a solid idea based on a simple play on words is all you need. And a Russian meerkat. But the best bit comes in pushing that idea to its cheeky conclusion and creating a comparethemeerkat.com site that actually compares meerkats." The ads were created by Matt Lloyd, Rich Connell and Clem Woodward, and directed by Darren Walsh at Passion Pictures.
Noel Bussey loves the simplicity of VCCP's comparethemeerkat.com ads for comparethemarket.com: