For the latest installment of their long-running ‘Epic’ campaign, MoneySuperMarket brought to life Action Man - Britain’s favourite action figure - in glorious stop motion. The 60-second film sees the tiny soldier save money on his tank insurance and feel so epic that he abandons his post and - along with dozens of his comrades - performs a euphoric dance number across the desert warzone to Cece Peniston’s Finally. The script culminates in epic fashion, with our hero tearing his clothes off and continuing the dance in his iconic built-in blue underpants.

Our 35 year plus audience cover a broad range of UK adults, grappling with the various financial strains of modern family life. We needed to find a cultural insight that could bind them together and research showed they shared a common bond as new or experienced parents – a sentimentality around their own childhoods and a subsequent shared nostalgia for The ‘80s. This insight was supported by cultural trends such as the viewing success of Star Wars and Stranger Things and the return of ‘80s inspired fashion. We defined our creative strategy for 2017 as ‘Build the most epic expression of ‘You’re So MoneySuperMarket’ yet, by harnessing our audiences’ collective love of the ‘80s’.

As such, we turned to Action Man - everyone’s favourite 80’s childhood toy and all his wonderful different guises and used an army of Action man characters to perform to the nostalgic track ‘Finally’ by CeCe Peniston.