Creative agency VCCP has launched Agent Maiya, a new spot for comparethemarket.com. The launch is aiming to promote the special edition toy of the same name, and will encompass outdoor, social media and digital.

     

Elizabeth Hurley will support the campaign in various experiential PR activities, including hosting a special screening event to officially reveal the fictitious Agent Maiya’s secret agent past. The actress will also be involved in a series of spy themed images as part of the campaign.

She said: “Long have I been a meerkat fan, and long have I thought I missed my true vocation in life: I should have been a spy.  Maiya is my favourite meerkat as we have a lot in common; we both wish Danger were our middle names.”

The Agent Maiya spot is set in the late 1980s, and features Maiya on a dangerous rescue mission, involving a steam train, a hostage crisis and a daring parachute jump.

The agency producer for the spot is Larissa Miol. It was directed by Darren Walsh for Passion Pictures.

                   

 

                   

 

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