MASTERS OF THE UNIVERSE AND DIRTY DANCING: MONEYSUPERMARKET COMMERCIAL
HE-MAN AND SKELETOR STAR IN MONEYSUPERMARKET CAMPAIGN
BACKGROUND:
Moneysupermarket had launched the first epic campaign featuring Skeletor and He-Man from Masters of the Universe, which had received an overwhelmingly positive response. They wanted to continue using the popular characters in their material, but had a vision to take things to a whole new level
THE CALL TO BORN:
Moneysupermarkets creative agency Mother London came to us with the idea of mashing up Skeletor and He-Man with an iconic Hollywood film. They were particularly keen on exploring movie moments that involved dancing and celebration, tying in with their theme of feeling ‘epic’!
THE RESEARCH & DEVELOPMENT:
We explored a number of different famous movie moments which involved dancing and celebration. Once there was a shortlist we engaged with Rights Holders to walk them through the creative direction and negotiate the commercial terms should their scene be chosen.
WHERE BORN LICENSING ADDED VALUE:
Born Licensing was able to leverage our close relationship with Mattel to ensure they were comfortable with Moneysupermarket using their Masters of the Universe characters in another campaign. In addition, our broad pop culture knowledge and strong Rights Holder connections allowed us to explore film moments that the creative agency was wanting to recreate.
THE SHOOT:
The suits developed for He-Man and Skeletor were made specifically for the Moneysupermarket campaigns and took 3 hours to put on! Check out the fun behind the scenes video!
THE APPROVALS PROCESS:
Mattel, the Rights Holders of Masters of the Universe, and Lionsgate, the Rights Holders of Dirty Dancing each had to be across all stages of creative development. The suits themselves were already approved during the development for the previous campaign, but the script, storyboard, stills, poses, edits and all other creative material was submitted to Mattel for approval.Lionsgate also had to review and approve all elements, and they were particularly focused on ensuring the choreography from Dirty Dancing was accurate. We submitted practice sessions to demonstrate how the characters would match the choreography from the movie to a tee. Born Licensing managed the entire approval process from start to finish, sending material to both Rights Holders in parallel throughout.
THE LAUNCH:
The 2 minute film premiered in front of over 6 million viewers during The X Factor. It instantly went viral, trending across 3 different hashtags on Twitter. Within days it had generated over 27 million views. Moneysupermarket increased their mentions on Twitter from 100 a day to an incredible 35,000 an hour. It was voted the #7 ad of 2017 by Campaign, resulted in a 6% uplift in revenue for Moneysupermarket and was awarded both bronze and silver British Arrows.
Masters of the Universe®; He-Man® , Skeletor® , ©2017 Mattel, Inc. All Rights Reserved. Dirty Dancing®, ™&®© 2017 Lions Gate Ent. Inc. All Rights Reserved.
THE RESULTS:
Over 27 million views within days
Trending across three different hashtags on Twitter
MoneySuperMarket increased their mentions on Twitter from 100 per day to 35,000 per hour
#10 Best-Liked Commercial in 2017 - Adwatch
#7 Film Ad of 2017 - Campaign
Philippa Heywood, Brand Director at MoneySuperMarket said that “positive engagement and enjoyment scores were off the charts”
Winner of Best Licensed Promotion at 2018 LIMA Awards
THE EXPERIENCE
Born Licensing was able to manage the licensing of both the Skeletor and He-Man characters and the Dirty Dancing choreography from start to finish, including research and development, negotiation of commercial terms, the contractual process, invoicing, the brand assurance / approval process and everything else that came up relating to the use.
BORN LICENSING’S OTHER CAMPAIGNS WITH MONEYSUPERMARKET
