The rise of the meerkat

They're everywhere. Have you seen them — those cute, little animals that stand up on their hind legs, their little paws dangling in front of their bellies as they look around, sniffing the air? I don't mean real meerkats — they live in Namibia, Botswana and South Africa. (Thank goodness Wikipedia's working again!) I mean the fluffy toy ones. There were no cuddly meerkats when I was a child.

I know why they're popular in the UK, but I was surprised to see them lurking in the shelves of toy stores and Drogeriemärkte in Germany.

The sudden rise in the meerkats' popularity is all down to an advert for a car insurance comparison website.

The basic idea for the advert was simple, but very clever: that people should not confuse the website comparethemarket.com, where car insurance is compared, with comparethemeerkat.com, where they compare meerkats — as you do.

Meerkat Aleksandr Orlov, dressed in an old-fashioned smoking jacket and cravat and speaking with a thick Russian accent, tells us this. He ends his public-service announcement with the word "simples" — a catchphrase that has already found its way into The Collins English Dictionary. Anyway, take a look for yourself:

Not only has Aleksandr brought out his autobiography, A Simples Life: My Life and Times — one of the best-selling books at the end of 2010 — he even has his own ringtone. He has almost 800,000 Facebook fans and more than 50,000 followers on Twitter.

He writes his posts in dodgy English, often dissing his sidekick, Sergei:

"Today I buy Sergei a mouse for use with his new laptopmabob. I am worried he eat it."

"My favourite white cravat is turn hot pink. Sergei really push his luck. What am I suppose to wear to yoga class now?!"

And all because of a car insurance comparison website!

Here's what Aleksandr is saying in not-so-dodgy English:

"Today I bought Sergei a mouse for his new laptop. I am worried that he might eat it."

"My favourite white cravat has been turned hot pink. Sergei is really pushing his luck. What am I supposed to wear to yoga class now?"