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Moneysupermarket ‘Haggling’ advert

Agency: MCBD

Client: has launched a new advertising campaign, fronted by comedian Omid Djalili.

The campaign supports the brand’s new positioning as the leading place to go to save money on everything in life – from car insurance to TVs -  and promises consumers ‘a great deal easier’.

The creative execution plays on British people’s embarrassment at haggling on price when buying products or services. Omid who is British, but whose family is originally from Iran, contrasts our British reserve with the Middle Eastern approach where price negotiation is embedded in the culture.

The campaign identifies Britons as possessing an "over-active cringe gland", the reason why people in the UK are embarrassed to ask for money off. is positioned as the antidote, finding you the best deal so you don’t need to haggle.

The new advertising has been created by MCDB and is backed by a £15m media spend. The campaign launches with a series of 60 second TV spots and will be supported by press, online and cinema.

In his first ever advertising campaign, Omid will feature in a series of commercials that cover a range of the products offered by

“Omid plays on the differences between British and Middle Eastern cultures as part of his comedy routine so using him as a figurehead for this campaign really helps highlight the message we want to deliver – can be your right hand man, saving you money and getting you a great deal, easier,” said marketing director at, David Osborne.

“Our message to our financial services partners is that we will be the only price comparison site to continue to support a wide range of product areas, not just car insurance, with advertising during 2010.”

He added “As the shop window for our providers our haggling message will incorporate not just the importance of getting the best price, but also how helps customers find the right product, features and benefits to meet their needs.”

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