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About the piece

Unless you’ve been living under a rock for quite some time, you’ll have seen MoneySuperMarket’s #EpicDanceOff television advert, or at least the supporting series. It captures the feeling of joy when you save money on something everyday like insurance.

The video features three men named Dave, Colin and Gary who have all saved money through MoneySuperMarket and now understandably feel epic. Unable to contain their excitement, the trio enter an epic dance-off.

The ad works because it’s humorous, which makes it memorable. It uses the unexpected to make people laugh. We’re told that these men have all saved money through the brand but then they break out into their dance-off.

However, the advert isn’t without its controversy. It was the second most complained-about TV advert in the UK in 2016, with the first being MoneySuperMarket’s twerking businessmen vs crotch-grabbing bodyguard. As successful as the ad was, it did suffer from the ‘Marmite effect’: people either loved it or downright hated it.

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