Compare The Meerkat Market

I don't know when all these 'comparison' websites became a great fad but it doesn't seem to be dissipating any time soon. In fact today I saw an advert for another hotel comparison website - why do we need so many of these? I've never used one and I don't think that there should be a need to compare comparison websites? Surely that defeats the whole object of it all anyway?

Returning to topic... I saw the latest Compare the Meerkat - sorry Compare the Market advert on television today which literally made no sense to me at all. My housemate and I were left bamboosled afterwards and did not feel compelled to compare anything. It featured the 'ex agent Maiya' who saved Aleksander Orlov on the train. There was no beginning or end, it was just the middle - and I think this explains the viewer's confusion.

A still from the September 2013 Advert

I for one adore the meerkats, I am a great Meerkat lover - genuinely. I can't help but screw my nose up at their cuteness at the zoo or on television show 'Meerkat Manor' shown on Channel 5. But, even I think that the Meerkat/market idea circa 2009 may have run its course. The whole idea of sending customers stuffed animal versions of the television advert characters tickles my marketing merchandise senses but they really need to come up with something new. Even Go Compare - their competitor - decided that enough was enough with poor Gio Compario. Perhaps they should take the hint and follow suit. Why do I think enough is enough? Well, it's gotten so bad that the whole corporate identity is now the Meerkats. It is nothing to do with website comparison anymore, it got so misconstrued that at one point some web technician had to create a website called comparethemeerkat to guide people to the real website! Actually, I've literally just revisited www.comparethemeerkat.com and it's now an actual legit website where you can compare the meerkats! 

Too Far guys, too far. I think when a company's advertising leads them so far down a campaign route that they have to build a website, create stuffed toys and invent a whole historical character world, the company may have trodden into an identity crisis. So here's hoping that they find their true identity, and soon. Farewell Meerkats!

Go Compare

Now I used to HATE the go compare adverts with Gio Compario singing the same tune with different lyrics appropriate to the setting of the advert. It literally drove me insane, as I'm sure it did you too! However, I was shocked and, extremely relieved to find the new series of ads where members of the public - and even Stephen Hawking - blew up or destroyed Gio when he began to sing. (Although it wasn't until a friend informed me that I knew of these new adverts as I was just so used to turning the channel when the ad would start).

What's even better is now you get an insight into the marketing dept at Go Compare as we watch Gio - who doesn't sing!!! - try to convince Go Compare to keep him with new innovative ideas for their telly adverts;

Auto Tune

Double Dog

Action Doll (shamefully I know all the words to)

I don't know if it's the same for anyone else, but I literally fell in love with the little Dog in a tux and even searched for him on Google to discover he has a Twitter account - immediately followed, of course! I just think what's great about the 2013 series of Go Compare adverts is they've realised Gio singing is a tired and worn idea and understand the hatred gathered for the 'go compare song' and turned it into a marketing concept! Sheer brilliance! Do you agree?

Phones4u

Following the latest sponsorship for Film 4, Phones4u have created a series of adverts to play before and after each ad break of the film. Below is the link to a collaboration of the videos.

My personal favourite is "I can't find the door handles". I'm a fan of these mini ads, well done Phones4u. It's a good twist on movie trailers and reminds us that it is just a film, with actors, and props. For a phone company on the topic of 'upgrading', it amazes me that there isn't ever mention or vision of a mobile phone which shows you that Phones4u are an established brand, probably due to their other great advertising campaigns including classics such as 'Scary Mary' - a term widely used in common conversation referring to that specific actress dubbed Scary Mary.

Scary Mary 

The original Phones4U ad - remember this guy? And the hand signs? Those were the days.