It has been eleven years since we first heard of the meerkats. All this time, the famous Russian family kept us updated with all that has happened inside their family, on a monthly basis. But now, Russian oligarch Alexander Orlov is concerned about the fate of Australians, who, just like in other parts of the world hit by the pandemic, must make a series of savings in order to lead a decent life.

This help is well received by Australians, especially as they have faced two huge challenges this year: The bushfires and the pandemic. The fire shook the country’s economy a little, but COVID-19 knocked it down almost completely. “In one week, about one million Australians became unemployed,” says BBC.

Compare the Market‘s latest campaign comes to the aid of Australians, showing them how to save smartly using the brand’s platform. The initiative focuses on the meerkats and how they can help through four (new) online films. The videos put the spotlight on Aleksandr and Sergei tackling lockdown life. We see them struggling with home parenting, putting on some iso-kilos, cutting car costs, or delivering an all-encompassing package of savings ‘meersures.’

Made in co-production between VCCP Sydney, Compare the Market, Passion Pictures, and Fanatic Films, the films are recycled and were initially produced for previous Australian and UK campaigns. For example, “Lockdown with Oleg” film uses footage from a five-year-old ad, in which we see how the meerkats’ life goes with baby Oleg. For another short movie, the company has used the sound from the “Possum Problems” video and overlapped it on another old film “Just Let Go.”

Compare the Market’s General Manager – Brand, Michael Goodhew, says, “Given the current climate and production limitations in light of social distancing measures, Compare the Market, alongside our creative agency VCCP, decided to create these compelling films from existing footage, giving consumers a sneak-peek into ‘lockdown-life’ with the meerkats. Not only do these films entertain by depicting Aleksandr and Sergei in relatable moments that many of us have found ourselves in while social distancing at home, but they also convey an important message for Aussies looking to save on the household budget — it really does pay to compare.”

VCCP Creative Director, Paul Sharp, adds: “As well as providing some valuable tips on making savings, they aim to bring a bit of a smile in these tricky times.” And this couldn’t be truer: Through the strange adventures they have, the Russian trio succeeds in making us laugh more often. Even in times like these…

Credits:

Client: Compare the Market

Agency: VCCP Sydney