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Mother tries even more ‘epic’ for MoneySuperMarket

MoneySuperMarket and agency Mother seem to be winning the price comparison site ad wars with their unlikely trio of ‘epic’ dancers – hotpants-clad Dave, builder Colin and ‘wolf’ Gary (the latest) – and now they’ve been brought together in an ‘Epic Dance Off’ competition. The ad made its debut in the equally wacky first instalment of Britain’s Got Talent on Saturday.

There’ll also be lots of online stuff with the hashtag #EpicDanceOff. The soundtrack is Fifth Harmony’s Worth It featuring Kid Ink and the voiceover is by X Factor and Britain’s Got Talent’s Peter Dickson.

MoneySuperMarket marketing director Darren Bentley says: “We’re always looking for new and engaging ways to illustrate how ‘epic’ people feel when they save money at MoneySuperMarket. Dave, Colin and Gary have displayed that feeling individually over the last year and now we feel it’s time to bring them back together to show what they’ve got in an Epic Dance Off you won’t want to miss. As for who’s best – that’s up to the great British public to decide.”

We haven’t always liked this campaign – at first it seemed to be trying too hard – but credit to MoneySuperMarket for sticking with it and, with Mother’s help of course, creating something that’s big, mainstream and gets people talking. While topping up MoneySuperMarket’s coffers, presumably.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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