The campaign breaks today (1 January 2010) and has been created by MCBD, which was appointed to the account in September.
The activity is backed by a £15m media spend and launches with a series of 60-second TV spots, supported by press, online and cinema.
The campaign supports the brand's new positioning of offering multi-insurance needs, from car insurance to TV insurance.
It plays on British people's embarrassment at haggling on price when buying products or services.
Djalili, who is British, but whose family is originally from Iran, contrasts traditional British reserve with the Middle Eastern approach, where price negotiation is embedded in the culture.
The website's previous campaign was fronted by Dragons Den entrepreneur Peter Jones.
David Osborne, marketing director at moneysupermarket.com, said: ‘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 adds: 'As the shop window for our providers our haggling message will incorporate not just the importance of getting the best price, but also how moneysupermarket.com helps customers find the right product, features and benefits to meet their needs.'
.jpg)
.jpg)