The very first Ad in what became a series that’s still running over a decade later.
A great way to play with words is to START with your brand name / slogan – and then swap words in or out to see if you can come up with a phrase that’s similar enough to sound “almost right”, but different enough that you’ve got additional levers to have fun with.
I can almost guarantee that the creatives behind the very first Compare The Market (/ Compare The Meerkat) advert started out with the wordplay, and then reverse-engineered a concept that justified how much they loved their bastardized slogan.
And good on them. It’s made them, and the company, very rich indeed.