The price-comparison website Comparethemarket.com has released a TV spot, created by VCCP, that reveals the back story of one of its meerkat characters. Maiya was once the greatest spy in Russia but is now a teacher at a primary school. In the ad, Maiya rescues the owner of Comparethemeerkat.com, Aleksandr Orlov, who is being held hostage on a speeding train. It is supported by outdoor, social media, digital and PR activity, some of which feature the Austin Powers actress Elizabeth Hurley. In addition, Comparethemarket.com is giving away Agent Maiya toys to customers who use the website. The work was written by Javier Romartinez, art directed by Stephen Misir and directed by Darren Walsh through Passion.
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