EPIC STRUT

60 SECOND TV

30 SECOND TV

Dave saved money on his Car Insurance and now he feels EPIC. So epic that he is strutting around town in a tight-ass pair of denim hot pants and high heels.

We wrote the script with one purpose in mind, to start a movement more powerful than the Meerkats, replacing them as number one in the price comparison category.

FRONT PAGE OF THE SUN

Epic Strut reached the front page of The Sun newspaper, featuring Chancellor of the Exchequer, George Osbourne, in the role of Dave.

The paper has a daily circulation of 2.5 million, earning the campaign an amazing amount of earned media.

It's not possible to buy media space on the front page, but industry legend Dave Trott estimated, "They must have got £10 million of free advertising."

Inside The Sun, they taught readers how to replicate Dave's epic moves.

We particularly enjoyed the advice on instruction number six, to "channel your inner stripper" .

George himself spat out his coffee live on BBC news...

FRONT PAGE AGAIN...

A year later and Epic Strut was once again appearing on the front page of The Sun. This time a city worker dressed as Dave caught the attention of The Royal Family...

#EPICSTRUT

Our ambition was to aggregate a cultural conversation online, where people are closer to the brand itself.

At launch, the Epic Strut hashtag trended as the number one discussed subject on Twitter.

THE SEEDING PHASE

We shared the film with key influences, from the world of music, sport and reality TV.

#EPICSTUT PARODY ON SOCCER AM

Soccer AM have a weekly audience of 500,000 viewers.

They created their own parody of the footage as part of the show.

#EPICSTRUT IN GRAZIA MAGAZINE

Grazia is the market leading weekly glossy magazine with readership figures of 400,000 and a print circulation of 200,000.

We made the front cover of the magazine, with a picture of Dave labelled as the male version of Kim Kardashian.

A full page editorial piece in the magazine can be read below...

#EPICSTRUT ON THIS MORNING

This Morning is a daily breakfast TV show on ITV with viewing figures of 1.6million.

Dave was invited to guest appear on the show with presenters Philip Schofield and Amanda Holden.

#EPICSTRUT ON COMEDY SHOW THE LAST LEG

Channel 4 comedy show The Last Leg has viewing figures of 1.2 million.

The hosts of the show recreated the ad with Vladimir Putin playing the role of Dave.

#EPICSTRUT ON THE HUFFINGTON POST

The Huffington Post is an American online news aggregator and blog with millions of daily readers.

They parodied the ad using the Prime Minister David Cameron.

#EPICSTRUT ON CHARLIE BROOKER

Epic Strut was featured on 'Charlie Brooker's 2015 Wipe', a yearly review of the biggest stories from 2015.

#EPICSTRUT ON TWITTER

Celebrities from the world of sport, music and reality TV shared the ad to their own audiences of over 10 million.

SHARON OSBOURNE 3m FOLLOWERS

NICOLE SCHERZINGER 5.5m FOLLOWERS

BOY GEORGE 1.5m FOLLOWERS

PETER CROUCH 1m FOLLOWERS

LAUREN POPE 1.5m FOLLOWERS

SPREADING THE #EPICSTRUT MOVEMENT

Below are just a few comments, spoofs and re-makes plucked from millions of posts on Twitter, Instagram, Vine and YouTube. Even stag parties were inspired to dress like Dave from the ad.

The outcome was the most watched piece of MoneySuperMarket content on YouTube, the most discussed piece of content on Twitter and the most website traffic driven to MoneySuperMarket.com in their brand history.

FIRST KIM TRIED TO BREAK THE INTERNET, BUT DAVE FROM CROYDON WAS CLEARLY WINNING...

EARNED MEDIA IMPRESSIONS

The ad was featured in hundreds of different news channels. The earned media impressions far outweighed the spend for MoneySuperMarket.

2015 CAMPAIGN OF THE YEAR

Up against some truly amazing work, we managed to win Campaign Of The Year for 2015.

DAVE TROTT TALKS EPIC STRUT

PR QUOTE

"In the immortal words of Sir Mix-A-Lot, 'We like big butts and we can not lie.' Big juicy male butts to be precise. (If that quote doesn't come back to bite us in the ass then nothing will.) Somehow, we managed to get away with a script that takes the sumptuous booty of Kim Kardashian, the powerful butt cheeks of J-Lo and the Single Ladies attitude of Beyonce and stuffs them all into the sexy hot pants of Dave, a middle management bloke from Croydon. The result was something beautifully bootylicious."