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How Compare the Market gave its meerkats a new job: saving time.

Organisation
Compare the Market
Campaign
‘Me Time’
When
Agency-published January 2026
Type
Brand platform evolution

Independent analyses of public campaigns. Not Livelier Memories clients, results or endorsements.

View original campaign on VCCP: Compare the Market ‘Me Time’ (opens in a new tab)

The buyer problem

Saving money is a crowded, competitive claim. The creative agency says ‘Me Time’ moves away from that story and presents Compare the Market as the ‘simples’ way to save; the client says customers care more than ever about saving time as well as money.

The character’s job

Built on a storytelling partnership of more than 15 years, the campaign keeps the familiar meerkats. Its main film shows Sergei, back from a tiring day, diving into a pool — a playful picture of the free time people regain when AutoSergei does the work of comparing deals.

The same cast, given a new job.

A green armchair with a cushion and throw in dappled sunlight beside a small table with an open book, a clock and a cup of tea, next to a pool, with a closed laptop and paperwork set aside on the ground.
Editorial concept illustration by Livelier Memories, not original campaign artwork.

Across channels

From a chore to time back.

  1. The task

    Comparing dealsthe heavy lifting

  2. The character

    AutoSergei handles itas shown in the hero film

  3. The benefit

    Time back‘me time’
From
A competitive saving-money narrative
To
The ‘simples’ way to save — time as well as money

Rolled out across

  • TV
  • VOD
  • Out-of-home
  • Social
  • YouTube
Diagram by Livelier Memories, summarising the published campaign description. Not campaign artwork.

What the source shows

Evidence type: Execution and strategy evidence

  • A storytelling partnership spanning more than 15 years, as described by the agency.
  • A rollout across TV, VOD, out-of-home, social and YouTube.
  • Client and agency statements describing the strategy and intent.

Published by VCCP, Compare the Market’s creative agency, on 29 January 2026.

Limits of this evidence

  • The source publishes no performance figures, and we have not independently verified any.
  • This describes strategy and execution as the agency presents it — not proven sales, share, recall or return on investment.
  • Not a Livelier Memories client, result or endorsement.

Interpretation

Practical takeaway

A recognisable character can carry a changed promise without starting again. The character’s job moved from saving money to giving time back, while the cast stayed familiar.

Primary sources

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