There’s nothing quite like the satisfying feeling of making huge savings on auto insurance. One might even be compelled to celebrate by flamboyantly strutting down the street, alarming onlookers.
That’s the premise of a new ad from U.K. price comparison service MoneySuperMarket. Made by agency Mother London, the spot shows Dave, a typical everyday guy stepping out of his car and due to his joy at the large savings he has just made on his auto insurance, begin to strut his stuff.
He attracts the attention of passers-by and as the camera pans down we see why. Beneath his sober business jacket and tie he is sporting body-enhancing hot pants and wearing those killer heels.
The way he rocks those pants and heels is just so… AMAZING!
Dancing on to the Pussycat Dolls track, “Don’t Cha” he progresses down a Los Angeles street doing some remarkable twerking and is later joined by dancers. As he passes a hotel entrance he is spotted by Sharon Osbourne who remarks: “Dave darling, you are so MoneySuperMarket.”
The TV spot, which broke in the U.K. at the weekend, is the latest in a series that uses the “You’re so MoneySuperMarket” strapline. This execution is being supported on social media using the hashtag #epicstrut.
Creative direction is by Kyle Harman-Turner and Martin Rose and the film is directed by Fredrik Bond from production company Sonny London.
Creative Review talked over email to Fredrik Bond, of the production company Sonny London, about some of the secrets behind making the ad.
What was your inspiration for the spot?
Bond: Beyonce’s butt. Another big source of inspiration was the simplicity of the script as well as the creatives from Mother who are really amazing at moving their bottoms. I would say that the script is based on a true story – I wish I had filmed when the creatives showed me what they had in mind.
Who’s the main guy – how did you find him?
Bond: We did casting til our faces and asses turned blue. Michael [Van Schoick] was a natural for this. He just about had to step his foot into the door at the casting studio and we all knew it was him. What was also so exciting about him was that he had never done any commercials before this – a pure commercial virgin – so he would just give us 1000% in rehearsals and on set.
How did you get such a good strut from him? Was there a choreographer?
Bond: Michael and our fantastic, tireless choreographer Julianne ‘JuJu’ Walters worked both of their asses off (literally) to find the right strut and vibe for the spot.
Is his bum real, padding, or CGI?
Bond: That’s a big muddy movie magic secret!
Watch the eye-popping Ad #EPICSTRUT in the video below.
credits to Creative Review