The campaign launches with 30 second TV ads. The first show a woman unleashing a crocodile into her home as a way to get her family outdoors. It is aimed at British families wanting to make the most of the extra Bank Holidays and improving weather.

Both ads were written by creatives Jackie Steers and Ira Joseph of DLKW Lowe and directed by Paul Gay through Hungry Man. The second ad ‘Old Bikes’, breaks on Saturday 16th April 2011.

This article was first published on Campaign Work

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