Engine and MoneySuperMarket hit their stride chasing bears through a wood

MoneySuperMarket’s “Get Money Calm” campaign continues with a new spot from Engine that makes better sense of the brand proposition than the launch ad achieved in March.

Wild bears become tame and cuddly when they are treated to some of MoneySuperMarket’s “Get Money Calm” strategies. The new campaign launches on ITV during “Britain’s Got Talent: The Champions,” with a film directed by Matthijs Van Heijningen, who also directed a bear in a Canal+ ad a few years ago.

Engine won the account at the end of last year, and it was always going to be hard to beat Mother’s popular and long-running “You’re so MoneySuperMarket” campaign.

The original “Get Money Calm” ad was an overcomplicated film featuring cats in parachutes which didn’t really bring home the point, but this new ad has the feel of a campaign that could start to resonate with consumers.

MAA creative scale: 6.5

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.