Diary: Pick of the week - VCCP/comparethemarket.com

Noel Bussey loves the simplicity of VCCP's comparethemeerkat.com ads for comparethemarket.com:

"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.