Compare the Market Reveals New Character AutoSergei in Tech Launch Spoof

comparethemarket.com has today unveiled its latest major marketing campaign which airs from Boxing Day in the UK.

For the first time since Christmas 2016, the campaign introduces a new character, AutoSergei. He's the latest in a long - and much-loved - line of meerkat characters that populate Compare the Market's fictional rival, Compare the Meerkat. It's a futuristic spin as the popular brand platform approaches its tenth anniversary (the first Compare the Meerkat campaign launched on 5 January 2009).

The launch of a new service sees AutoSergei take the hassle out of energy switching; offering regular checks and monthly alerts to ensure people are on a competitive tariff. The ad will show viewers how comparethemarket.com is simplifying people’s lives by helping to reduce the burden of life admin.

The new character may seem familiar to viewers, as AutoSergei is in fact a high-tech robotic re-imagining of Meerkat favourite and Head of IT, Sergei.

The ad sees Aleksandr introducing AutoSergei on-stage to cheers from a huge audience: parodying a well-known format for tech product launches, Aleksandr explains that “AutoSergei is just like real Sergei but without the fleas.” The audience cheers as AutoSergei appears on a giant screen behind Aleksandr.

As the ad continues, AutoSergei says in his robotic voice: “I just found you a better energy deal. Would you like to switch?” The crowd go wild with excitement.

AutoSergei will initially promote EnergyCheck, the new energy switching service which will roll out on comparethemarket.com’s dedicated and revamped ‘Meerkat’ app from Boxing Day. For the first time, anyone switching energy with comparethemarket.com can sign up for automatic checks on their tariff to ensure they’re on a great deal.

The ad airs in the UK on TV in key spots on Boxing Day during Coronation Street at 7.45pm and James Bond: Quantum of Solace at 9.40pm.

Liz Darran, Marketing Director at comparethemarket.com, said: “Our customers know us well for our rewards offering, but at the heart of our business we’re dedicated to saving them time, money and effort. The launch of EnergyCheck demonstrates this commitment to simplifying our customers’ lives, using the latest technology to keep them on a great deal, and will be the first of many more services from comparethemarket.com.”

The ad was created by VCCP Blue’s Darren Bailes, Matt Lloyd, Matt Hynds, Liam Wilson, Teodora Nicolae and Malina Guigura. It was directed by Darren Walsh and produced by Anna Cunnington and Patrick Duguid at Passion Pictures.