In December 2018, Auto Sergei, an animatronic meerkat, was introduced, to make life "simples" and then was upgraded for credit card use. He featured in adverts where Aleksandr acts like a CEO for a big company, while Sergei takes on a similar appearance to Steve Jobs in some adverts. Patterson, Anthony; Khogeer, Yusra; Hodgeson, Julia (2013). "How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats". Journal of Marketing Management. 29 (1–2): 69–85. doi: 10.1080/0267257X.2012.759992. S2CID 144548527 . Retrieved 1 March 2022. a b c Soskin, David (1 November 2010). Net Profit: How to Succeed in Digital Business. London: John Wiley & Sons. pp.172–173. ISBN 978-0470660812. In 2010, Compare the Meerkat began expanding on Aleksandr Orlov with the Orlov Family Trilogy, which gave a origin story for Compare The Meerkat and the man behind it. A Book, known as 'A Simples Life' was released alongside the campaign.. [1] [2] How Passion created Aleks the billionaire meerkat". Digitalartsonline.co.uk. Archived from the original on 25 June 2009 . Retrieved 1 August 2009.

Leigh, Rob (20 November 2012). "Meerkat mash up! Watch Aleksandr Orlov and pals perform Coronation Street theme tune in YouTube viral smash hit". mirror . Retrieved 10 July 2023.

Submission history

Aleksandr Orlov is a CGI Russian meerkat who stands in as the main character for the Compare the Meerkat television advertisements. He is famous for his trademark squeak and catchphrase, "Simples". He became notably popular following the release of his autobiography; A Simples Life: The Life and Times of Aleksandr Orlov, which was released on 28 October 2010. Plush toys, continuing adverts, "interviews" with The Sun, a book series titled Meerkat Tales (featuring other meerkat characters) and the limited opening of his own shop have assisted in the rise to fame for the computer-generated meerkat. To obtain a reward, a qualifying product must be taken out. 1 membership per year. Rewards T&Cs apply. Furniss, Elliot (5 January 2011). "Video: Idyllic Suffolk village stars in latest compare the meerkat TV advert". Ipswich Star . Retrieved 1 November 2019. Soskin, David (1 November 2010). Net Profit: How to Succeed in Digital Business. John Wiley & Sons. ISBN 978-0470660812.

In April 2023, two new adverts were released. The first was VR, which features Sergei & Carl playing with virtual reality headsets whilst bumping into themselves. The second was Washing Machine, which saw Carl cleaning Aleksandr’s coat in a washing machine. He then takes it out and gives it to Sergei. However, much to Sergei's dismay, the coat had shrunk in the wash. Campbell, Tina (25 December 2014). "Compare The Meerkat: And the character leaving the ad series is..." Metro . Retrieved 13 July 2023. New ad to Compare The Market's meerkat family". Express.co.uk. 20 December 2013 . Retrieved 13 July 2023.a b "Unveiled: Author who ghostwrote a meerkat's memoir". The Independent. 30 October 2010 . Retrieved 17 May 2023. Since the launch the comparethemeerkat campaign, several other companies have adopted marketing campaigns featuring anthropomorphic animal mascots, often citing the campaign's success as inspiration. This includes Thames Water's Otis The Otter, [19] and First Direct's Skint Skunk. [20] Criticism [ edit ]

In December 2022 when Oleg & Ayana died out, an advert shows Aleksandr & Sergei at an airport to collect Aleksandr’s Australian nephew, Carl, who turns out to be a wombat. A new slogan, "Don't Wombat it, Meerkat it.", debuted along with this advert, with subsequent adverts showing Sergei suffering from various mishaps as a result of Carl's bumbling. In addition to the seven main characters, there have been limited releases of the school teacher Maiya in a spy outfit, and baby Oleg in a safari outfit. [24] [25]The word "simples" is valid in English language Scrabble because it is plural of "simple" used as a noun to mean a type of herbal medicine: see wikt:simple#Noun. [ citation needed] a b Jones, Sam (24 October 2010). "Compare the memoir: insurance meerkat's life story on sale". The Guardian. ISSN 0261-3077 . Retrieved 17 May 2023.

Sweny, Mark (28 February 2022). "Comparethemarket pulls meerkat ads from TV news after Ukraine invasion". The Guardian . Retrieved 28 February 2022. Item: 126183713469 Vassily Meerkat - Yakov's Toy Shop (Compare the Market) With Certificate, Mint. Introducing the adorable Vassily Meerkat from Yakov's Toy Shop, brought to you by Compare the Market. This lovable collectable comes with a certificate and is in mint condition. Perfect for any fan of the Compare the Market meerkat family, this is a must-have item for your collection. With its attention to detail and high-quality craftsmanship, this Vassily Meerkat is sure to bring a smile to your face. Add it to your collection today. Mint condition. Introducing the adorable Vassily Meerkat from Yakov's Toy Shop, brought to you by Compare the Market. This lovable collectable comes with a certificate and is in mint condition. Perfect for any fan of the Compare the Market meerkat family, this is a must-have item for your collection. With its attention to detail and high-quality craftsmanship, this Vassily Meerkat is sure to bring a smile to your face. Add it to your collection today. Mint condition.On 26 November 2012, Compare the Market began sponsoring the ITV1's long-running soap opera Coronation Street as part of a three-year deal with producers of the series. [6] Compare the Market is a trading name of Compare The Market Limited. Registered in England No. 10636682. Registered Office: Pegasus House, Bakewell Road, Orton Southgate, Peterborough, PE2 6YS. Compare The Market Limited is authorised and regulated by the Financial Conduct Authority for insurance distribution (Firm Reference Number: 778488). Energy and Digital products are not regulated by the FCA. Ayana first appeared in a Frozen themed advert in late 2016, and was a young meerkat whom Oleg appeared to have befriended in Africa. She speaks with an English accent. This advert featured the first appearance of Oleg in almost two years. [ citation needed] In March 2016, To mark the launch of Batman v Superman: Dawn of Justice two new meerkat toys were released featuring Sergei in a Superman outfit and Aleksandr in a Batman outfit. In December 2016, two more toys were released as limited editions featuring Oleg as Olaf and a new character Ayana as Elsa from Disney's Frozen.