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.
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.)
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.)
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.