Premier Inn "beautiful mornings" by Rainey Kelly Campbell Roalfe/Y&R

Premier Inn says it has pumped £25 million into its new TV campaign ahead of a £140 million refurbishment.

The ad, created by Rainey Kelly Campbell Roalfe/Y&R, opens on images of UK cities accompanied by a specially commissioned cover of Black’s Wonderful Life by Katie Melua. It ends with Lenny Henry emerging from a Premier Inn. This is Henry’s seventh outing for the hotel chain, although the comedy in initial spots has been toned down since Premier Inn switched its focus to offering people a good night’s sleep. The work was written by Nicola Wood, art directed by Andy Forrest and directed by Simon Ratigan through HLA.


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