A mum, her moody teenage daughter, a holiday and The Strokes

The brief

Create a telly ad for TUI showing
holidays can be good for the soul.

The work

Background info

  • TUI (formerly Thomson) is the UK's number 1 holiday company.
  • The ad will run throughout 2018 & 2019 in 60, 40 & 30 second lengths.
  • Edits will also run on YouTube, VOD and social channels.
  • Created with my colleague and top-notch creative Gavin McGrath.

The idea

I had a friend to stay who is a single mum. She was taking her two kids on holiday the following week. I talked to her about holiday advertising, and she felt strongly that her kind of family wasn’t represented. I mentioned this to Gav, and we decided that a script featuring a single parent would be a refreshing change. And that’s how the story of a mum reuniting with her moody teenage daughter on a TUI holiday got started.

Making it real

We managed to get “Someday” by The Strokes for the ad's soundtrack, and also somehow managed to convince everyone involved that this was a good idea. From there we secured Parisian creator of beautiful music promos Simon Cahn to direct. We shot in TUI's Sensatori resort in Barut, Fetiyhe, with production by Pulse films and DEVO from Istanbul.

The results

The ad launched during the X-Factor ad break, and saw coverage from Campaign, Marketing Week and a 5 star rating from David Reviews.


VMLY&R London
Jon Burley
Creative Directors
Phil Clandillon & Gavin McGrath
Agency Producer
Kat Maidment
Assistant Agency Producer
Elena Di Maria
Account team
Daniel Lipman, Lucy Bugler, Karolina Dovgialo
Strategy team
Henry Gray, Josh Taylor-Dadds
Pulse (London), Devo (Istanbul)
Simon Cahn
Chris Harrison
Director of Photography
Jaime Feliu-Torres @ Vision
Sam Jones @ Cut & Run
Post Production
Jessica Easton @ Electric Theatre Company
Judy Roberts
Lewis Crossfield
Sound Design
Mark Hills @ Factory
Music Supervisor
Dan Neale @ Native
The Strokes “Someday”