Copycat advertising: Is it successful?

Copycat advertising takes a really popular concept..and well copies it.

A while back comparethemarket.com launched an amazingly successful campaign comparethemeerkat.com which is still running quite successfully today perhaps also because the meerkat's in all honesty are quite successful. 

So when I came across this ad by LesFurets.com I was slightly disappointed. Sure it's a cute little ad but it lacked originality in it being too similar to comparethemeerkats.com which is in the same product category as well.

But for those who recognize the similarity its a fantastic win for LesFurets. By piggybacking on an already successful campaign their customers would recognize the advantages of the product/service being advertised, with much less investment than their competitors.