The new interjection simples is in fact the lexical by-product of a highly successful TV advertising campaign for price comparison website comparethemarket.com. The expression was ‘coined’ by Aleksandr Orlov, a CGI Meerkat and ‘owner’ of spoof website comparethemeerkat.com. (The website does actually exist, and yes – you really can compare meerkats!) The adorable Aleksandr Orlov gently points out to us the difference between the two web addresses, declaring that the distinction is: ‘simples!’ The campaign has had such popular appeal that Aleksandr Orlov the meerkat is now enjoying cult status in Britain, attracting over half a million fans on Facebook. One group is campaigning for him to become Prime Minister under the slogan ‘Anybody but Labour. SIMPLES.’ His catchphrase has leapt into the lexicon of popular culture, and there’s now even a web-based petition to get simples added to the Oxford English Dictionary. Meanwhile the ad has also paid dividends for comparethemarket.com, which has reportedly seen sales double since it was launched.