The campaign, 'This Is Living' involves a multi-character drama where all characters reside in a mysterious hotel. This is the first piece of the jigsaw puzzle to be unveiled on TV and begins to introduce the main characters in this multi-layered drama. Through the ads, we meet Bubba, the public face of the hotel who meets and greets patrons, Plato, a world famous football striker, and quiz show legend Bruce Leghorn. The storyline of this ad features a new couple in the hotel that enter with a suitcase. Through various intricacies and character traits a grenade lands next to their suitcase which subsequently explodes, money is sent flying. The receptionist Bubba ends the sport with the words "This is living".