Action Man leaps into next MoneySuperMarket campaign in new Hasbro partnership - Licensing.biz

Action Man leaps into next MoneySuperMarket campaign in new Hasbro partnership

The 60-second ad spot will premiere this weekend during Ant & Dec's Saturday Night Takeaway on ITV1
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Hasbro’s iconic Action Man is joining his comrades to become the stars of the next MoneySuperMarket.com campaign, with a one-minute advert premiering on ITV1 this Saturday evening.

The 60-second spot will see the classic British hero save money at MoneySuperMarket and celebrate the feeling by dancing across the desert to Cece Peniston’s Finally.

The advert will premiere during Ant and Dec’s Saturday Night Takeaway on ITV.

The new deal was signed by licensing agent Born Licensing and Action man licensor, Hasbro.

David Born, director of Born Licensing, said: “MoneySuperMarket is known for its phenomenal advertising campaigns and this one certainly doesn’t disappoint. It’s another great example of the advertising world embracing a well-known licensed property, and we have no doubt that the UK will fall in love with Action Man’s epic moves.”

Mike Fletcher, director of global promotions and marketing partnerships at Hasbro Consumer Products and Entertainment, added: “Action Man has been an iconic figure in Britain for over half a century and we are excited by the humorous take on the brand from MoneySuperMarket.

“The advert will ignite nostalgia for generations of fans as Action Man practices some new manoeuvres.”

The new campaign will consist of TV, print and digital advertising along with social media activity.

Darren Bentley, marketing director at MoneySuperMarket, concluded: “We always aim to bring our brand purpose to life in an entertaining way and our ads are all about illustrating that sense of empowerment you feel when you take control of your finances.

“Action Man is the 14 character to ‘save money and feel epic’ in our long-running campaign and we hope viewers are as surprised and delighted by his dance moves as we are.”

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