This multi-coloured, cuddly monster is the DWP's new mascot. It cost £8.5m to make

The Department for Work and Pensions has a new monstrous yet cuddly mascot, in an ad campaign that cost £8.54 million.

No, not him.

Meet 'Workie'.

The monster is supposed to be “a striking physical embodiment of the workplace pension” that will “change the country’s perception of pensions in the workplace”.

The advert, which will be first shown tonight at 7:27pm on ITV, shows 'Workie' being ignored by members of the public. The message being that workplace pensions shouldn't be ignored.

The campaign cost £8.54 million to put together (or approximately 33,900 single allowances of universal credit for under 25s), so we can expect to see a lot more tweets like the one below if the DWP is going to get value for money.

To watch the full advert, see below:

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