Vile continues to face industry questioning about whether it is time to ditch his brand’s long-running ad characters, the meerkats. Lesser marketers might bow under the pressure. Not Vile. Over the past year, he’s even upped the ante on the strategy, pulling in celebrities – actress and model Liz Hurley and pop star Gary Barlow – to appear in the campaigns. Hurley donned a leather catsuit in a mock, spy-themed photoshoot for the brand, and Barlow fronted a TV ad singing his hit Let Me Go in celebration of Comparethemarket.com’s one-year anniversary of sponsoring Coronation Street. It seems neither Aleksandr Orlov nor Vile has had their day yet.