Compare the Market’s latest advertisement stars celebrity chef Paul Hollywood, blending humor and the brand’s signature mascots, Aleksandr Orlov and Sergei, to promote its personalized deals.

The ad opens with the Great British Bake Off judge putting the finishing touches on a self-portrait bust. The scene takes a comedic turn as the Russian meerkat duo, Aleksandr Orlov and his assistant, Sergei, interrupt him. Hollywood’s less-than-thrilled expression sets the stage for a lighthearted exchange.

Aleksandr, curious about whether Hollywood has checked his personalized car insurance deals from AutoSergei, grabs the chef’s smartphone. Browsing through hundreds of selfies, appointments, and even a modeling agency rejection, Aleksandr eventually uncovers the customized deals. Declaring this service as “a new era,” he introduces the AutoSergei feature, which gets users personalized car insurance deals. Hollywood responds with the brand’s iconic tagline: “Simples!”

Adding to the humor, Sergei reveals he’s tasted the sculpture’s nose, describing it as “a bit dry.”

The ad concludes with the tagline: “A new Era. Get personalized deals delivered. Simples.”

This instalment is part of a larger campaign featuring Paul Hollywood, who signed a six-figure deal with the comparison site earlier this year. Hollywood has joined a prestigious roster of celebrities who have appeared in Compare the Market ads, including Nicole Kidman, Macaulay Culkin, and Arnold Schwarzenegger. His previous work with the company included donning an Iron Man-style suit and performing an action-packed flying scene, adding a cinematic flair to the campaign.