Meerkats welcome baby in Christmas day ad will introduce a new character into its long-running storyline in a TV ad airing on Christmas Day.


The new ad, created by VCCP, will first air on TV on 25 December during an episode of Coronation Street.

The spot shows meerkat character Aleksandr Orlov, the founder of, and his sidekick Sergei getting to grips with parenthood after a baby meerkat called Oleg is dumped on their doorstep. To promote the ad, has released stills from the ad as well as a couple of teaser images spoofing the nativity scene, with Orlov and Sergei dressed as Joseph and Mary, welcoming the arrival of Oleg. has released a statement from Orlov: "Arrival of Baby Oleg was big shock in Meerkovo, but it mean for first time our Nativity production have real baby. Unfortunatelys, real baby come with real baby smell, but most peoples just say it add to authenticness of stable."

The baby’s parentage has not been made clear, although there is only one female character in the meerkat cast – the school teacher Maiya.

The spot was created by Steve Misir and Javier Romartinez, and directed by Dave Scanlon through Passion Pictures. ZenithOptimedia handled the media planning and buying. has been running ads featuring meerkats since 2009.

In November 2013, the singer Gary Barlow appeared in two commercials, along with Orlov and the other meerkat characters, ahead of the release of his new album. The ad also marked the one-year anniversary of’s £30 million, three-year sponsorship deal with the TV show 'Coronation Street'.

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

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published