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The TV character has numerous off-tv pieces of media, such as an autobiography, as listed here, but no where does it explain the recent supervillain animals he is associating with.

Here is the advert:

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    Orlov's backstory is not consistently presented. In many adverts he features in fantastical scenes as hero, accidental protagonist or villain; en.m.wikipedia.org/wiki/Compare_the_Meerkat. This seems to be nothing more than a continuation of that theme
    – Valorum
    Nov 26 at 9:40
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Because the company that uses Orlov to market their website has changed advertising company.

The new campaign marks a significant shift for the brand and will see much-loved Meerkat Aleksandr Orlov, joined for the first time, by a mischievous group of animals to uncover more ways for consumers to manage their money than ever before.

The new spot brings to life the ‘good versus bad’ when it comes to money management and continues to spotlight that ‘Good Things Happen When You Meerkat Your Money’.

and

The bold through-the-line marketing campaign also includes digital out-of-home, paid social, CXM, PR and influencer marketing. Executions will see Aleksandr and his mischievous gang appearing in ‘Wanted’ outdoor treatments, disrupting ad breaks and digital media and creating radio takeovers.

Kristin Sonfield, head of brand and communications at comparethemarket.com, said: “We are excited for our customers to see the new campaign. This is a step change for our brand, as we evolve to become the front door to people’s household finances and offer them ways to Meerkat their money. We’re hoping loyal followers of the Meerkats will love the next chapter of the story as much as we do.”

A Furry League of Supervillains Share Their Schemes in Comparethemarket.com Campaign

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  • That's about the advertising company not the character. I'd much prefer an 'in universe' answer, and as such this isn't much use to me unfortunately.
    – AncientSwordRage
    Nov 26 at 21:26
  • There's no in-universe. He's just a character in an advert. He's also been in a Star Wars themed montage, traveled on the Titanic and rescued pirate gold. There's no consistency to his backstory whatsoever.
    – Valorum
    Nov 26 at 22:09
  • there's a clear difference between when we see him 'not working' vs. working to advertise insurance/movie ticket tie-ins
    – AncientSwordRage
    Nov 26 at 22:17
  • @AncientSwordRage - he's always working.
    – Valorum
    Nov 26 at 22:26
  • Yes, but when he appeared in Star Wars that was him 'acting' as part of his job. He's not 'acting' when he's interacting with the villains.
    – AncientSwordRage
    Nov 26 at 22:34

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