Price comparison website MoneySupermarket, in collaboration with Mother, revealed the latest character in their ‘Save Money and Feel Epic’ campaign that has been running since 2011. It has proven so successful that the slogan is now universally recognised in households across Britain and Ireland.
In their latest animated advert, they use stop-motion effects to comically depict an Action Man doll dancing along to nineties disco track Finally by CeCe Peniston.
The advert opens with Action Man crouched down in an active war zone. A voice over his walkie-talkie says, ‘Action Man, what’s your status? Over.’ His response: ‘I just saved at MoneySupermarket, and now I feel epic!’
The remainder of the advert plays out as an elaborate dance scene, satirising Action Man’s traditionally macho persona with overly flamboyant dancing and a cast of male backing dancers, climaxing with Action Man ripping off his uniform.
The ad ends with a blonde Action Man hanging from a helicopter, declaring, ‘Action Man, you’re so MoneySupermarket!’
I love this clip because it plays with gender roles and identity in a hilarious way. It’s MoneySupermarket’s brilliant use of comedy that has made the campaign so widely appealing for so long. If you can make someone laugh, they are not likely to forget it anytime soon.
Key Learning Points
If your product or service allows for humour, don’t be afraid to go for it! The more out there the better. People will soon have your brand message embedded in their mind.