MoneySupermarket is aiming for the gay demographic with its new commercial, which sees G.I. Joe so excited to be saving money that he and his posse strut, sashay and strip to CeCe Peniston’s “Finally.” (In the Navy would have been a bit too on-the-nose.)
Of course, it’s not technically G.I. Joe, it’s Action Man, a licensed version sold in Great Britain in the 1960s.
In 2015, MoneySupermarket launched a viral ad featuring “Dave,” a tough-looking businessman sashaying down the sidewalk in a pair of denim short-shorts and pumps.
“Epic Strut” was viewed more than 25 million times and trended on Twitter three times, leading to a 20% boost in revenues for the financial services company. Other MoneySupermarket ads have featured a breakdancing bodyguard and He-Man and Skeletor in a Dirty Dancing sendup.
According to the U.K. Advertising Standards Authority, they have been among the most complained-about spots on British television.
“Every time one of these come out, they get talked about more than the programs they interrupt,” said Mother’s Hermeti Balarin. “That’s why this campaign has been epic.”