CKT unveils spoof ad for Pontin’s

Cowan Kemsley Taylor puts Pontin’s back on to TV this week with a spoof party political broadcast to introduce the holiday club’s 1997 marketing theme - ’Pontin’s. The party for kids.’

Cowan Kemsley Taylor puts Pontin’s back on to TV this week with a

spoof party political broadcast to introduce the holiday club’s 1997

marketing theme - ’Pontin’s. The party for kids.’



The commercial, CKT’s first for the company since winning the account in

October last year, promotes the refurbished Pontin’s holiday centres and

highlights the company’s focus on providing holidays for younger

children. It features five children in a Cabinet room discussing their

ideal holiday and putting their proposals to the viewers, starting with

the announcement: ’We represent the kids’ party and we’ve got something

to say.’



With each demand, the film cuts to action shots of the children living

out their dream activities. A boy declares: ’We should be able to play

all day long.’ A girl wants to play with the Pontin’s kids club mascot,

Captain Croc. Finally, there are calls for the right to party all

night.



Meanwhile, we see scenes of children abseiling and disco-dancing at

Pontin’s.



Simon Sheard, the sales and marketing director of Pontin’s, said: ’This

commercial forms part of an integrated campaign to develop a clear brand

positioning for our Family Favourites Centres.’



The commercial was directed by Tessa Sheridan, whose film, Is it the

Design or the Wrapper?, won the Palme D’Or at the Cannes Film Festival

for best short film this year. It was written by Michael Bear and art

directed by Brent Gosling.



Media buying is through John Ayling and Associates.



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