mocks UK towns to promote flights abroad

LONDON -, the low cost airline, is launching a TV ad campaign that mocks UK destinations for being drab and grey in order to promote its sun and city breaks.

The creative, by Home in Leeds, is the first TV ad has produced for 10 months and breaks tonight. It will run across the North of England and Northern Ireland for two weeks.

There are 20 different executions of the ad that will run across the airline's five bases: Leeds Bradford; Manchester; Belfast International; Newcastle; and Blackpool.

One execution includes the strapline, "Another afternoon at Ashton Market", with an image of a woman standing in the rain with her umbrella, looking miserable. Another has a couple looking bored at a restaurant with the woman examining her nails and the line, "Another romantic date in Ramsbottom".

The ads were filmed in two locations, with the first shots in Southport and the second in Malaga to persuade people to escape the grey British weather for a sunny destination.

Jonathan Alcock, marketing manager at, said: "The concept of the campaign is to show that you can jet off abroad from as little as £14.99 and escape the miserable British weather for glorious sun or city break -- and we didn't need to use any post-filming computer wizardry to help with the weather scenes."


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