Manners Maketh Meerkat in New Kingsman comparethemarket.com Ad

Ahead of Fox’s highly-anticipated sequel, Kingsman: The Golden Circle, comparethemarket.com has announced a new multi-million-pound TVC ad campaign, which will see Harry Hart join forces with meerkats Aleksandr and Sergei.

Matthew Vaughn and Marv Productions collaborated with comparethemarket.com on the development of the TV script and final spot. The 60 second ad will be on screens from 8th September 2017 showing Aleksandr and Sergei in a familiar scene from the first film, where character Harry Hart saved Eggsy from a gang in a local London pub.

The advert opens with a shot of The Black Prince, where Aleksandr and Sergei are sipping on a pint and a cocktail. They are rudely interrupted by a man demanding Aleksandr gets out of his seat. Unbeknown to the meerkats, Harry Hart notices the disturbance over his paper and quietly observes. Aleksandr calls for help and Sergei, ready to come to the rescue, utters the infamous Kingsman line with a twist: “Manners Maketh Meerkat”. After locking the pub door from the inside, Sergei clumsily knocks his glasses off his face, no longer able to see.

Harry Hart makes his heroic return by taking on the bullies, using his iconic high tech bulletproof umbrella to shield himself from one of the attackers. By the time Sergei finds his glasses again, the commotion is over and the bullies have been handled, with Sergei mistakenly feeling proud that his helpless swings and punches have saved the day.  

The new advert is supported by a 360-marketing campaign, working with lead agencies VCCP Blue and VCCP Me. The TVC, by VCCP Blue, was directed by Dave Scanlon and produced by Anna Cunnington and Patrick Duguid at Passion Pictures. The advert, also supported by MEC, will be promoted via TV, VOD, radio, and social.

Mark Vile, Chief Marketing Officer at comparethemarket.com, said: “After the huge success of Kingsman: The Secret Service, we’re thrilled to be partnering with Fox on the highly anticipated sequel and the biggest action film of the year. For the very first time, Aleksandr and Sergei will enter the film’s world and re-create one of the most iconic scenes, providing us with a really engaging, action-packed narrative to help bring the Meerkat Movies proposition to life.”