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Tag: Moneysupermarket

Lights, Camera, Action Man

It was announced last month that the little man is finally getting the big screen treatment. The director of the last two Muppet films is making an Action Man action movie.

But it seems that moneysupermarket.com have beaten him to it, producing this blockbuster which has been airing on UK television.

In it a regiment of Action Men in various butch outfits and manly accessories break into some very camp dance moves, to the strains of CeCe Peniston’s gay club hit ‘Finally’. For the big finish, some of them strip down to their moulded plastic briefs while the rest of the guys hoof it.

It’s very Village People, darling.

‘Epic Action Man’ represents a continuity with Moneysupermarket’s previous offerings which have ostentatiously fucked about with conventional masculinity – such as ‘Epic Strut’ in which a man who is apparently a male office worker from the waist up and a big-bootied woman in heels from the waist down (a kind of gender-fuck Centaur – or a binary non-binary) shakes his be-denimed money-maker around town.

Can we fix it?

The sequel, ‘Epic Squads‘, saw ‘Dave’ up the ante and lead a squad of similarly split-dressed apparently male office workers in a flaming dance-off with a group of builders with some really devastating moves.

And then the ante was upped again last year in ads which starred those famous 80s TV icons of boyish excitement He-Man and Skeletor, perhaps the best one being a parody of Patrick Swayze and Jennifer Grey famous end-of-movie dance to ‘(I’ve Had) The Time of My life’ from the ultimate 80s chick-flick, ‘Dirty Dancing’. (And yes, Skeletor gives good Grey.)

He-Man and Skeletor Dancing | Money Supermarket Commercial

So, having gayed up He-Man and got him to drop his big sword it was probably inevitable that they would turn Action Man into a club queen.

I’m not sure that Moneysupermarket has any other aim in these ads other than to grab our attention with something a bit shocking and giggly as we inhale our gluten-free ready meal. And it’s easiest and safest nowadays to do that with machismo: the images and iconography are very familiar and because they came from a more ‘innocent’ age, or at least less knowing, much of the work of parodying them has already been done by time. (See also Top Gun.)

Though Action Man like He-Man was of course always more than a little bit camp – at least seen in the right light, or by the wrong eyes. To paraphrase Oscar Wilde, butchness is such a very difficult pose to keep up. Even when you’re made of 12 inches of moulded plastic. (I’m not if I’m honest really looking forwards to the Action Man movie: I prefer to hold on to the movies he starred in inside my head when I was a kid.)

https://marksimpson.com/2008/09/10/action-man-on-land-on-sea-and-legs-in-the-air/

Perhaps though the ‘funniest’ thing about Moneysupermarket’s ‘Epic Action Man’ ad and its swishing is that it is actually a case of dolls imitating  real life soldiers. Action Man is here after all just catching up with all those YouTube videos of yer actual live squaddies in some desert locale camping it up to Lady Gaga.

https://marksimpson.com/2010/05/14/why-straight-soldiers-cant-stop-acting-gay-on-video/

h/t P

Dreamy Scaffies at Premier Inn

Premier Inn appear to have launched a builder-themed gay night. Or a Top Gun-themed builder night.

Either way, I’m checking in.

This hilarious, very smart new TV ad ‘Scaffolders’ for the budget UK hotel chain is currently airing nationally – not just in Manchester’s gay village. It masterfully deploys the famous Kenny Loggins ‘Highway To the Danger Zone’ MOR track from the classic 1986 Tom Cruise fighter ace movie, along with some of the iconic/camp styles, shots and heavy filters to synthesise an entirely convincing Top Gun-ness. In a provincial Premier Inn. With scaffolders standing in for the flyboys, and JCB’s standing in for the F-15s.

Though the opening scene, in which a naked ‘Maverick’ rubs his pumped chest and possibly erect nipples in ecstasy while enjoying a ‘power shower’, would probably have been too slutty even for Top Gun, the movie that gave a catapult launch to the process of shameless sexualisation of the male body, climaxing in today’s spornosexuality.

The famous homoeroticism of that flyboy movie (our changing attitude to which I analysed on its 30th birthday earlier this year) is also referenced. For a moment you – or was it just me? – think the hairy ‘daddy’ builder waking up in the ‘kingsize Hypnos bed’ has spent the night with the young sporno scaffie taking that sensual shower.

Top Gun‘s ‘gayness’ is now an officially cherished part of our culture. ‘Whatever your story’. Or sexuality.

It’s a nice touch as well that the other builders are of various, more realistic shapes and sizes – but the sporno scaffie is definitely the star of this ‘movie’. Which is probably about right. After all, scaffolders are often the most agile, gymnastic even, of builders and are very much at the showbiz end of the ‘trade’. The scaffold they’re ‘erecting’ is also something of a stage, and whether to get some rays or to get looks – or both – scaffies often seem keen to strip down to their shorts, boots and hard-hats the moment the weather gets above freezing. Though I’m sure there must be some scaffolders who dislike the way the public perves on them….

‘Gay’ builders seem to be all the rage on UK TV at the moment. The price comparison website Moneysupermarket recently launched ‘Epic Squads’, featuring bearish male builders and half-cross-dressed businessmen with big booties in a ‘gender flip’ twerktastic dance-off.

Moneysupermarket’s previous ad, ‘Dave’s Epic Strut‘ featuring a lone male middle-aged twerker in a jacket and tie and denim skirt and heels shaking his money maker at baffled passers-by was the most complained about ad of 2015. The Advertising Standards Authority failed to uphold these complaints – the cleverness of the ad is that it is quite ‘shocking’ and very memorable in an age of instant amnesia and e-distraction. But is funny rather than actually offensive. As well as, perhaps accidentally, managing to say something about changing gender roles, male versatility and the rise of the sexualised male body/booty.

Either way they seem to have aimed to up the stakes here. As Bob the Builder might have said: if it ain’t broke, don’t fix it – just shake it harder, honey.

MoneySuperMarket #EpicSquads

 

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