First Choice unveils new TV ad campaign with refreshed brand identity

First Choice has launched a TV push encouraging consumers to "liberate the carefree side of themselves" and promote its all-inclusive resorts.

First Choice: unveiling new TV ad and brand identity
First Choice: unveiling new TV ad and brand identity

It also marks the debut of a new brand identity for First Choice, the first in more than 20 years. The travel brand said the new identity builds on existing core elements of the brand and aims to create a "stand-out" positioning. Both the TV ad and the new identity were created by RKCR/Y&R.

The ad tells the story of a woman who abandons her everyday tasks to chase an ice-cream van sporting the words, ‘Heart’s Desire’. In pursuit of the van, she dives into a lake, shedding her clothes underwater to resurface in a swimming costume at a First Choice resort.

The ad showcases its all-inclusive offer before the woman is finally able to get some ice-cream on a beach.

Brand: First Choice

Agency: RKCR/Y&R