First Choice goes 'Mahoosive' on all-inclusive with rapping family

First Choice is launching a multi-million pound campaign centred on an extended rap about the benefits of its all-inclusive holidays.

Created by Y&R London, the ad was directed by Emil Nava, who has worked with musical talent including Calvin Harris, Rihanna, and Ed Sheeran. 

The ad presents the "Turner Family" as they embrace every aspect of a First Choice All-Inclusive holiday, quite literally singing – or rapping – its praises. 

A 90-second edit of the ad will launch in cinemas nationwide on 22 December before its extended 120-second Christmas Day TV debut during The Great British Bake Off, reaching nearly 90% of UK adults. A 30-second edit will be broadcast through January and February.  

Nava told Campaign they had set out to create a "big, aspirational" piece of music content: "In the advertising world, whenever you find a situation where [the brand wants] to be brave, those are always super exciting projects. They were massively creatively open," he said.

"They had ideas and a script, but they really wanted to know how I would build on it like it was a video for, say, J.Lo. They were very open, even on the shoot. Before the shoot we talked about being very fluid in how we approached it, being able to open to try things and lose things, and not be afraid to really go for it."

As well as the full-length film, the brand tasked Nava with creating shorter video content to be distributed through digital channels.

"This type of advertising is slightly different, where we are trying new things. I love the idea of making big projects, and then being able to cut down, whether it be for social media or online, that can work over loads of platforms," he said.

Stand-out rap

The decision to create a rap music video wasn't linked to the broadway-musical style rebrand of Thomson to Tui, Jeremy Ellis, TUI UK and Ireland marketing and customer experience director, explained.

"It's not a deliberate choice to create another music-themed ad. This isn't the start of a broad Tui strategy. We challenged Y&R to come up with the most stand-out campaign for all-inclusive and they came back and said, we feel the music theme is popular and rap will stand out."

"We wanted First Choice to stand out and cut through in the market. The travel market is really competitive and we really want to own 'all inclusive' as we're the only brand that is completely inclusive. The video suited First Choice's strong, fun personality," he said. "It's different, and it's buckets of fun."

First Choice's customer base predominantly comprises families and young couples, and so represents a slightly younger audience than Tui, Ellis continued. This explains the use of words like "mahoosive", a British slang word for "massive". 

Gavin McGrath, creative director at Y&R London, said: "Essentially, we’re bragging about the product, with all the confidence and swagger you’d expect from the experts in All Inclusive holidays, so rap music felt like the perfect vehicle to do that."

The multi-channel media plan, developed and executed by MediaCom, consists of TV, cinema, radio, print and digital, with a strong emphasis on social.  

A radio ad will run in tandem and a print campaign including a brand partnership with the Daily Mail’s Femail will be activated from month to month. The hero campaign has also been adapted for digital application and bespoke video creatives for social channels to boldly deliver "the home of All Inclusive" in formats designed to drive ad recall.

More follow-up videos will also be developed for retargeting purposes, with the aim of producing greater understanding of the key benefits of First Choice’s offering.