TUI

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.

1

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.

2

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.

Credits

Client

TUI

Agency

VMLY&R London

CCO

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

Production

Pulse (London), Devo (Istanbul)

Director

Simon Cahn

Producer

Chris Harrison

Director of Photography

Jaime Feliu-Torres @ Vision

Editor

Sam Jones @ Cut & Run

Post Production

Jessica Easton @ Electric Theatre Company

VFX

Judy Roberts

Colourist

Lewis Crossfield

Sound Design

Mark Hills @ Factory

Music Supervisor

Dan Neale @ Native

Music

The Strokes “Someday”