Katie Melua covers 'Wonderful Life' for Premier Inn campaign

Premier Inn's new £25 million TV campaign features long-time spokesman Lenny Henry and a cover of Black's 1980s hit Wonderful Life by Katie Melua.

Rainey Kelly Campbell Roalfe/Y&R created the ad, which pans around images of UK cities as Melua’s cover of Wonderful Life plays in the background. The spot ends with Henry emerging from a Premier Inn after a good night’s sleep.

The ad, which launched Premier Inn's new "wake up wonderful" strapline, aired on ITV on Sunday, 30 August, during an episode of X Factor, and will continue to run into 2016. The campaign coincides with a planned £140 million investment to improve Premier Inns across the country.

Simon Ratigan shot the ad through HLA. The TV spot will be backed by online, social and radio executions. Melua’s re-recording of Wonderful Life will also be put on sale, with profit going to children’s charities.

Russell Braterman, Premier Inn’s brand marketing director, said: "With our new creative direction, our latest campaign emphasises the emotional connections between having a good night's sleep and waking up wonderful.

"The ad encapsulates that moment, early in the morning when the day is filled with optimism and excitement, which we hope is how all our guests feel when they wake up after a great night’s sleep in a Premier Inn.

The new ad is Henry’s seventh appearance since he began fronting ads for the brand in 2008. While the comedian started out giving farcical performances in the ads, these have been toned down as the brand shifted its focus onto the importance of getting a good night’s sleep in 2014, with its "good night guarantee" campaign.