Brilliant and humourous
Moneysupermarket.com’s “epic strut” campaign emerged as the most complained-about advertisement in 2014, according to the Advertising Standards Authority (ASA).
This controversial ad garnered a staggering 1,513 complaints, securing its position at the top of the ASA’s annual list of most-complained-about ads.
The 60-second commercial featured a character named Dave, a businessman who confidently struts outdoors in hot pants and high heels to the tune of the R&B anthem “Don’t Cha” by The Pussycat Dolls. Dave’s exuberant and flamboyant performance was designed to illustrate the feeling of empowerment and confidence that comes from saving money using Moneysupermarket.com’s services. However, the ad’s overtly provocative nature sparked significant backlash from viewers.
Critics of the campaign argued that the ad was overly sexual and inappropriate for broadcast. They felt that Dave’s attire and suggestive dance moves crossed the line of decency, especially for an advertisement likely to be seen by a broad audience, including children. Despite the volume of complaints, the ASA conducted a thorough review and ultimately determined that the ad did not breach its advertising code. The authority concluded that the advertisement was meant to be humorous and exaggerated, and that it did not contain explicit content that would justify upholding the complaints.
So left field. Take our hat off to the wacky team at Mother creative agency.
The “epic strut” campaign is a prime example of how bold and unconventional advertising strategies can generate significant public attention and debate. While it succeeded in making a memorable impact and keeping the brand in the public eye, it also highlighted the fine line advertisers must walk between creativity and public acceptability. Despite the controversy, the ad’s catchy tune, quirky humor, and the memorable performance of Dave ensured that it left a lasting impression on viewers and firmly established itself in the annals of notable advertising campaigns.