My main worry about the Compare the Meerkat ads was how they would manage to keep the idea going without it becoming annoying. The GoCompare ad lasted 1 viewing, but as of yet the meerkat is still working. (Though people saying 'simples' is a little worn...)
A big part of that for me is the clear care that goes into them, the way that the online takes the TV ad and rounds it into a fully formed world. Take the latest ad:
It's not hilarious, but it keeps the story going nicely. The real star of the show is online, where the ad series is available as a pastiche movie poster, where there are fake reviews and cinema aping visuals. (Meermax... genius)
However my favourite bit is the reference to Aleksandr's papa having to take a second job comparing Muskrats. I searched for Comparethemuskrat.com, and guess what... it's up as a really cheesy porn-esque site, with a warning about 'uncensored muskrats', cheesy porn style music and a 'all muskrats appearing are of legal age' disclaimer.
Just brilliant. If only all ads had this much care put into them.