Wealthy meerkat in comparethemarket.com ad campaign

VCCP has created its first campaign for comparethemarket.com since retaining the business in October last year.

The agency has produced a 30-second TV ad, featuring a Russian Meerkat called Aleksandr.

The idea is based around the idea that Aleksandr, who wears a smoking jacket and lives in a big mansion, runs a website that compares Meerkats, but has been getting a lot of traffic from people looking for car insurance.

The ad is basically him explaining the mistake to confused users.

The agency also produced an online component - a working version of www.comparethemeekat.com, which looks exactly like www.comparethemarket.com.

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YouTube to stop 30-second unskippable ads
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1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

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