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The campaign has also featured secondary characters from amongst Orlov's friends, family and employees.Most notably Sergei, Orlov's sidekick and technician who has also featured in his own adverts.The TV spots, and the characters, were directed by Darren Walsh at Passion Pictures.

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The new characters were Maiya, Yakov, Vassily and Bogdan.

A companion website was set up for the campaign containing a map of the town.

However, the Advertising Standards Authority, following a complaint by the author of the article, stated that it had not received any similar complaints.

On 12 November 2012, Compare the Market began sponsoring the ITV1's long-running soap opera Coronation Street as part of a three-year deal with producers of the series.

In 2014 Aleksandr and Sergei featured on the Neighbourhood Watch logo to mark the charity's 50th anniversary.