The iconic British fashion doll Sindy is the star of the latest MoneySuperMarket campaign, with a one-minute advert that premiered during the X Factor on ITV over the weekend.
The 60-second spot saw Sindy and Sindy pay homage to the iconic 1991 film Thelma and Louise, set to the sound of Fleetwood Mac’s Go Your Own Way in a film produced in a combination of puppetry and stop-motion animation.
‘Epic Sindy’ serves as a climax to one of the most memorable series of advertising campaigns in recent UK history, run that has previously licensed He-man and Skeletor from Masters of the Universe, Dirty Dancing and Action Man.
The new deal was signed by licensing agent Born Licensing, Sindy Licensor Pedigree Toys and Brands and Thelma and Louise licensor MGM.
David Born, director of Born Licensing, said: “This is the fourth MoneySuperMarket campaign we have worked on and we are thrilled they have once again chosen to embrace well known licensed properties. This sends a clear message that the licensing of characters is an incredibly powerful option in the advertising space.”
Matthew Reynolds, managing director of Pedigree Toys and Brands, added: “We have loved the creative apporach MoneySuperMarket has taken so far with its He-man/Skeletor and Action Man advertising campaigns. So we are delighted that Sindy is a perfect culmination to its Epic campaigns.
“Sindy is a British icon that is loved by millions of Sindy Girls worldwide, so there will be huge appetite for this exciting campaign. We can’t wait to see her brought to life in this Epic finale.”
Darren Bentley, marketing director of MoneySuperMarket, concluded: “Following the success of He-man and Skeletor’s Dirty Dancing last year, we decided to harness the power of nostalgia once again by recreating another iconic film with one of our favourite childhood toys.
“This time it’s Sindy paying affectionate tribute to Thelma and Louise.”
The campaign consists of TV, print, out-of-home and digital advertising along with social media activity and an extended 90 second film which features online.