Comparethemarket renews Disney partnership ahead of The Last Jedi release

Comparethemarket has launched a campaign featuring the meerkat Sergei reliving childhood memories of Star Wars in a spot that plays on people's nostalgia.

Sergei relives his Star Wars memories after discovering his toy light sabre
Sergei relives his Star Wars memories after discovering his toy light sabre

The comparison website has teamed up with Disney and Lucasfilm for a campaign that coincides with the impending release of Star Wars: The Last Jedi.

It is not the first time Comparethemarket and Disney have collaborated. Last Christmas, the two companies partnered to create two Frozen-themed meerkat toys, while they also partnered for The Force Awakens film, the previous movie in the Star Wars franchise.

This year’s collaboration features a 30-second ad that airs today (1 December) and invokes memories that many people have from seeing the Star Wars films throughout their lives.

The ad begins in the present day with a shot of Sergei finding the toy lightsabre from his childhood in the attic, and then takes an audience through a journey of all Sergei’s Star Wars memories.

It ends with Sergei and Aleksandr watching the The Last Jedi film in the cinema, and the spot is the latest ad that draws attention to Comparethemarket’s 2-for-1 cinema ticket promotion.

Mark Vile, chief marketing officer at Comparethemarket, said: "The Star Wars franchise evokes nostalgic memories for many people, with a trip to the cinema often a highly anticipated family event."

Vile added the previous Star Wars partnership between Disney and Comparethemarket was "hugely successful".

He concluded: "We’ve got some exciting activations in the pipeline that our customers are going to love and be able to get actively involved in, so would advise everyone to keep a look out, as more is yet to be revealed."

The TV ad, created by VCCP Blue, was directed by Darren Walsh and produced by Steven Riley and Patrick Duguid at Passion Pictures. MEC is handling media planning and buying for the campaign.

More details of a social media push will be released on 15 December, the day after the nationwide release of The Last Jedi.

Comparethemarket claims there have been 8.5 million code redemptions on its website since it launched its Meerkat Movies promotion over two years ago.