MoneySuperMarket is starting the New Year with a bang, by unveiling the third instalment of its award-winning Epic ad campaign. After the incredibly popular 鈥楨pic Strut鈥 from Dave and Colin鈥檚 鈥榃recking Ball鈥, we鈥檙e now being introduced to Gary.
While working as a bodyguard for an election candidate, Gary is escorting his charge to the podium when news breaks that he has saved money at MoneySuperMarket. He can鈥檛 help but celebrate by busting into some epic dance moves in front of the crowd. The instantly recognisable dance anthem 鈥楤ig Bad Wolf鈥 kicks in, just as Gary really lets himself go and throws out some even bigger shapes.
The crowd watches in awe as Gary continues to 鈥榩op 鈥榥鈥 lock鈥 and 鈥榳ave鈥 through the static onlookers. A news reporter tries to interrupt Gary, who鈥檚 having none of it, shutting him down with a 鈥榯alk to the hand鈥 gesture. The crowd, and even fellow bodyguards, soon begin to embrace Gary鈥檚 infectious dance moves.
For his grand finale, Gary performs a classic 鈥榮carecrow hip-hop wave鈥, slowly getting lower to the floor. Finally, the voice of newscaster Michael Buerk declares: 鈥淕ary, you鈥檙e so MoneySuperMarket鈥, before the final shot of Gary on stage with others doing a signature move incorporated into the ad by Michael Jackson鈥檚 choreographer, Vince Patterson.
Gary is played by Tony Wesley, who was part of the New York City Breakers, a legendary hip hop crew from the 鈥80s that went from dancing on the streets of the Bronx to performing at the White House. Tony鈥檚 signature move, which you can see in the ad, led to him being renamed 鈥楳r Wave鈥.
The 60 second ad will debut on Saturday 9th January with a key spot during Ninja Warrior on ITV at 7:30pm and will be amplified through a multi-channel, integrated campaign across PR, digital and social media, using the hashtag #EPICWOLF.
Miranda Roe, Brand Marketing Director at MoneySuperMarket, said: 鈥淲e鈥檙e always looking for new and engaging ways to illustrate how 鈥榚pic鈥 people feel when they save money at MoneySuperMarket. We鈥檙e hoping Gary will catch the public鈥檚 imagination as much as Dave and Colin before him, when he unleashes his inner 鈥楨pic Wolf鈥 and breaks into his iconic dance moves.鈥
Creative Directors Kyle Harman-Turner and Martin Rose from Mother London said: "We鈥檝e had an epic bottom, an epic builder and now, an epic body popper. The next iteration of the 'You're So MoneySuperMarket' campaign combines a legendary street dancer from the 1980s with Michael Jackson's choreographer.
"Gary saved money at MoneySuperMarket and now he feels...EPIC. So epic that he immediately forgets his security duties, releasing his inner wolf. Howl. Howl. Hooowwwllllllllllll."