The long-running partnership between Mother London and U.K. price comparison site MoneySuperMarket was thought to be over earlier this year, after the brand’s new CEO initiated an agency review. Mother declined to participate, giving its “Epic” campaign a send-off featuring a final, incongruous, animated dance number. But there was room for an encore.
Over the weekend, the (actual) final spot in the series aired, and once again, toys from yesteryear break out of their molds, enlivened by the money-saving power of comparison shopping. Fitting for a final bow, the spot sees a pair of Sindy dolls, the British equivalent of Barbie, teaming up to ditch the ‘burbs and a flock of look-alike Pauls (Sindy’s own plastic-haired Ken). Together, the women hit the road, riling up the cops as they head for Mexico. Like Thelma and Louise before them, with nowhere else to run, they triumphantly hurtle to their deaths off the edge of a CGI cliff, soaring through the air to Fleetwood Mac’s “Go Your Own Way.”
This swansong brings the popular series to a close. It began with provocative (some would say shocking) videos that went viral: a businessman twerking in heels, a construction worker pole-dancing. Last year, a strutting Skeletor turned the series toward nostalgia for old toys. He-Man and Skeletor returned for a dancing duet, followed by Action Man.
“EpicSindy” is directed by The Bobbsey Twins from Homicide, who are also responsible for the “Dirty Dancing” homage. The spot is a partnership with Metro-Goldwyn-Mayer, which distributed “Thelma and Louise,” and Pedigree, the U.K. toy company that licenses Sindy.
“As we left the stage after Epic Action Man, we couldn’t resist coming back for an encore,” says Hermeti Balarin, partner at Mother, in a statement. “Here’s to the last (we promise) of what has been an incredible series.”