Action Man and his comrades are starring in the next MoneySuperMarket.com campaign.

The new 60 second advert premiered during Ant and Dec’s Saturday Night Takeaway on ITV1 this Saturday evening.

In the launch spot viewers saw the classic British hero save money at MoneySuperMarket and celebrate the feeling by dancing across the desert to Cece Peniston’s Finally.

The new deal was signed by licensing agent Born Licensing and Action Man Licensor Hasbro. David Born, director of Born Licensing, commented: “MoneySuperMarket is known for its phenomenal advertising campaigns and this one certainly doesn’t disappoint. It’s another great example of the advertising world embracing a well-known licensed property, and we have no doubt that the UK will fall in love with Action Man’s epic moves.”

Mike Fletcher, director, global promotions & marketing partnerships at Hasbro Consumer Products and Entertainment, commented: “Action Man has been an iconic figure in Britain for over half a century and we’re excited by the humorous take on the brand from MoneySuperMarket. The advert will ignite nostalgia for generations of fans as Action Man practices some new manoeuvres.”

The campaign will consist of TV, print and digital advertising along with social media activity.

This is the latest installment of the campaign following a successful 12 months with He-Man and Skeletor. The most recent campaign, which featured He-Man and Skeletor paying homage to Dirty Dancing , was named the 7th best ad film of 2017 by Campaign.